Overview
PopThat! Popcorn was on the rise—a growing gourmet popcorn brand bringing bold, Chicago-style flavors to Arizona. While they were beginning to carve out a name for themselves locally, they faced a familiar challenge: standing out in an increasingly crowded market of artisan snack brands.
In a space where shelves and screens are filled with options, great taste alone isn’t always enough. For a new food brand to truly break through, it needs more than a product—it needs a presence.
Recognizing this, the focus shifted to building a strong, cohesive visual identity. One that could capture attention, communicate personality, and create an emotional connection—laying the foundation for recognition and long-term growth.
The Approach
The assignment called for a thoughtful blend of brand strategy, graphic design, and visual identity development to position PopThat! as both memorable and meaningful in a crowded snack market.
If the flavors stood out, the brand should too. A shared appreciation for ’90s nostalgia added another layer—bringing energy, personality, and a sense of fun into the mix.
That thinking shaped the entire visual system. A bold color palette, playful patterns, and nostalgic details were applied consistently across packaging, web, and marketing. This helped to create a cohesive and recognizable brand experience.
The result? A brand that’s loud, confident, and built to stand out.
Gourmet popcorn made from love, with love—to you.
The Results
By bringing together culinary experimentation, a genuine investment in community, and a design language rooted in nostalgia, the brand began to feel both new and deeply familiar.
The response was immediate and instinctive. People paused. They asked questions. Not in confusion, but in recognition: “This feels different… but I know this feeling.” That reaction became the clearest signal that the work was landing.
At its core, the brand stopped being about popcorn alone. It became an expression of care; how something is made, how it’s shared, and who it’s for.
Boldness connects when it’s backed by intention.
Deliverables
Print Design
Website