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I developed brand positioning, visual identity, and packaging design for the launch of this wholesale global leader's first CPG line.
Role
Brand Design & Positioning
Time
Fall 2022
Launching a Retail Brand
Since it’s start in the late 90s, Preferred Popcorn grew from a small band of farmers to what it is today – the largest farmer-run popcorn company in the world, selling to over 70 countries, AMC and Regal Cinemas, and a slew of wholesale retailers including Skinny Pop and Trader Joe's. In 2022, they decided to launch their first ever line of retail products, Happy Place Snacks.
Brand Positioning
I partnered with the Preferred Popcorn team early in development, recommending we position the Happy Place Snacks brand to connect with local pockets of fans all over the US. By leaning into the local sources behind their flavors, we could start building regional interest with products that could also be enjoyed by people in any part of the country.
Brand Identity
The Happy Place Snacks logo and tagline provide an experience that is whimsical and inviting, while setting a high expectation for quality.
The logo's container suggests a subtle smile and an adaptable color palette for a wide range of products and flavors.
Packaging Design
Building off the 'Locally Inspired' brand position, I designed natural scenes depicting the location where each flavor was sourced. The designs are simple and clean with the main natural ingredient set in the foreground.
Impact
Before any flavors were developed or product was produced, the Preferred Popcorn team presented the brand and packaging designs to retailers. Within the first week they had confirmed meetings with 37 interested retailers.
Happy Place Snacks was picked up by Whole Foods and several other retailers based on concept and design alone.
Flavors have been developed and the trademark is currently pending approval before they are launched in stores nationwide.
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