Happy Corn

Design: PROFSOYUZ
Location: Russia
Project Type: Produced
Client: Eurofoods
Product Launch Location: Russia
Packaging Contents: Popcorn
Packaging Substrate / Materials: Cardboard
Printing Process: Flexography

TASK
Popcorn market is rather conservative in Russia. However, a consumer expects relevant visual standards from the category. Understanding of this process led the company “EUROFOODS” to a solution of renewing the package of their key brand.

SOLUTION
The major driver for purchase of popcorn is an emotional desire to spend time in heart-warming atmosphere among relatives and friends, forgetting about the rash and day-do-day cares for a while. Bright and positive design of the package is a great way to attract the attention of this target audience.

Star-shaped logo block with emotional slogans broadcasts the idea of happiness. This very idea underpins the brand. Diagonal placement of delicious product zone forms a structural element, allowing the package to stand out in a shelf. Contrast background colours solve the task of tastes’ differentiation well. This also helps to simplify the navigation over the assortment matrix.