role : lead designer

creative director : joshua white, for offwhite.co

refreshing a classic. 

The veterans at Popcorn, Indiana brought to our consideration that their outdated bag design was no longer grabbing attention on the shelf, and was being outsold by rookie brands like SkinnyPop and BoomChicka; something had to be done! We brought a youthful, poppy, aesthetic to their Fit line of bags. The bright colors that we used, now stand way out next to other bagged popcorn brands, and the custom typefaces we designed especially for this series keep them in a league of their own.

Popcorn, indiana's logo and fit bags; before and after refresh

Popcorn, indiana's logo and fit bags; before and after refresh

THE MAN ON THE TRACTOR WILL NEVER LIE TO YOU.

For the web and advertising realms I wanted to refresh Popcorn, Indiana’s presence and give it some well-deserved spunk that accurately reflects the honesty and simplicity of their snack. We held a photoshoot in-house to capture how much fun can be had with popcorn. Pairing humorous images of popcorn eaters with relatable, quirky, and child-like headlines, gave the brand a contemporary message and well-needed rejuvenation.