Hungry for Fun
Kernel Season’s needed a new look – one that captured their new position of making family movie night more fun. This brand of popcorn toppings – flavorings, snacks, drizzles, butter – also needed an updated package design system to bring its growing portfolio of products under one unifying look. By evolving the existing Kernel Season’s character design, we were able to create a big brand ambassador that acts as a category captain (of fun), calling out to consumers from different parts of the store, shelf & aisle.
After a deep dive into the popcorn and snack category, we gleaned deeper insights, and noticed obvious trends and pitfalls to avoid. In a chaotic and busy retail environment, our designs used bold color and strikingly simple graphics to capture the attention of potential customers.
In the process of re-considering all parts of the packaging, we explored a variety of styles and directions for the Kernel himself — some much more wild and playful than the final result. In the end, the collective team settled on an evolution of the Kernel that builds on familiarity and existing equity, but elicits smiles from consumers.
System & Extension
We designed a full packaging design system, from main panel graphics to messaging hierarchy, cap colors, and icons. After consumer research validated the new design system (top 2 boxes across the board!), we then finalized the designs and documented everything in a Brand Style Guide for future reference and product line extension.
“Seedhouse, from the get go, understood our need to modernize the Kernel Season’s brand to maximize brand awareness and visual impact on shelf. They have a unique capability to digest marketing research and translate it through a creative process that delivers amazing results.”