PUR Popcorn

Popcorn is The PUR Company’s first foray into the wider snacking category, beyond their well known better-for-you breath fresheners. The goal behind PUR Popcorn’s packaging was to create a bold statement within the market, while seamlessly integrating a completely new item into PUR’s existing product offerings. To ensure PUR Popcorn “pops” off the shelves, the bag utilizes a bright and approachable package design that remains true to the brand’s values and aesthetic of delightful simplicity. PUR Popcorn’s punchy white logo and pop-art inspired color and pattern schemes harmonize seamlessly as an extension of PUR’s existing product lines. The in-house design team was not afraid to take risks, opting for a bold metallic yellow gold finish for the Caramel and Sea Salt flavor, affectionately nicknamed “Toronto Mix” or “The Mix from the Six”, inspired by PUR’s hometown. The gold reflects the more indulgent quality of the flavor and represents Toronto’s distinct and vibrant personality, while the other two flavors have a sleek, matte finish. The packaging of each PUR Popcorn flavor reflects its unique quality that are also complementary as a cohesive product line.

The in-house design team was presented a tight 4-month timeline to work through research and development, concept design, pre-press, and production, along with the creation of all marketing materials (which included an interactive and responsive microsite). With a lean design team, time is often a limited resource. However, the team was nimble and was able to produce more iterations in a short period of time, which allowed more design options to be explored before securing the final design for production.

PUR’s product lines continue to disrupt the natural product category’s selection of muted, earth-colored packaging. As a result, PUR Popcorn’s launch has led to stronger brand recognition among both new and existing customers. In reaction, all three flavors were sold out within weeks of the product’s soft launch and has a successful step into making PUR the go-to brand for healthier alternatives for everyday favorites.

All design concepts and development was done in collaboration with Dalia Haimen, Creative Manager at PUR, and was supported by the rest of PUR’s marketing team.

ClientThe PUR CompanyServicesPackage Design, Marketing Materials, Ad DesignYear2017Linkthepurcompany.com