Creating a Distinct Look for Gourmet Popcorn:

Dundee Popcorn Branding

Creating a Distinct Look for
Gourmet Popcorn:

Dundee Popcorn Branding

Project Overview

Dundee Popcorn, a startup retailer of gourmet, minimal-ingredient popcorns, needed a brand to build around. We crafted a visual identity to express the high-quality nature of the product to set it apart from other popcorns.

Work Included

  • Logo Design + Visual Identity
  • Packaging Design
  • Apparel Design
  • Merchandise Design

Dundee Popcorn does things differently. In addition to using minimal, locally sourced ingredients, the brand is also one of the only microwave popcorns on the market to use real butter. This distinction gives consumers peace of mind about the quality of the product they’re buying and eating and led to the creation of the brand’s positioning statement: No Fuss, Just Good Popcorn.

Dundee Popcorn Branding - Headline

Dundee Popcorn’s logo was designed to be different than other natural food brands. As a gourmet product, we aimed to craft a look with a high-quality feel—not rustic, or handmade. We were inspired by the styles of Art Deco and Art Nouveau to create a unique look.

Dundee Popcorn Branding: Primary Logo Design
Dundee Popcorn Branding: Stacked Logo Design
Dundee Popcorn Branding: Horizontal Logo Design

We crafted the logotype to be unique to the brand, placing a corn kernel inside the “O” letterforms—a small, but delightful touch.

Dundee Popcorn Branding: Kernel in Logo

A brand pattern was created for use as a graphic element on the website, packaging, etc.

Dundee Popcorn Branding: Corn Pattern Design

Elements were expressed across numerous executions, including swag, apparel and tent graphics.

Dundee Popcorn Branding Sweatshirt Design
Dundee Popcorn Branding Tent Design

Packaging was another important aspect of the Dundee Popcorn branding. We designed a flexible system to work across a variety of unique flavors. And created a solution that was also economical for the business owners.

Dundee Popcorn Branding Boxes with Popcorn
Dundee Popcorn Branding Sticker Approach
Dundee Popcorn Branding: Dimensional Packaging Design

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