Poppin Microwave Popcorn has revamped its brand identity for the first time since hitting supermarket shelves in 1991.
Created by design agency The Key Branding, the popcorn product’s brand’s new look gives nostalgic heritage a modern twist. Taking the inspiration from 60s pop art, the new packaging’s design consists of a revised logo, typography and iconography and a bold colour palette.
“Poppin Microwave Popcorn is a market leader in the category with over 80 per cent share nationally,” said Kathryn Hogarty, head of marketing and innovation at Snacking, Kinrise.
“Since 1991, it has been bringing Aussies together with the flavour and aroma of freshly popped popcorn.
“But for that very reason, being together has lost some of its sparkle. We want to help Aussies recapture the magic of togetherness, because when that microwave dings, something amazing happens.”
The new brand identity of Poppin Microwave Popcorn can be found across the country in September at Coles, Woolworths Supermarkets, Costco and selected independent retailers.