Smartfood
Women are told every day how they should look, what they should do, how they should behave, to smile more. We took this opportunity to say no more than just remind them that they already know what’s good.
The biggest rule-breaker.
We gravitated towards just how absolutely brazen popcorn is when thinking about this relaunch– it goes wherever it wants, whenever it wants and follows absolutely no food rules. And when people eat it, they shove amazingly large fistfuls of it into their mouth, letting it fall all over them. Every part of the design reflected this attitude and motion.
Color
The new color palette needed to work with the spectrum of the product (aka every! color), and reflect the colorful fun of popcorn. It centered on yellow (duh), to create a palette that provided enough contrast with the bag colors, the core palette was just primary colors. Tints of the primaries provided lighter accent colors to create a restrained, energetic (!) palette.
Social language
Design sought to speak to a younger target in a fresh social way, so we made our own meme style using collages of vintage photography.
Film
We shot video for streaming and social that emphasized the bold attitude of those who snack. Other videos emphasized the mad love for the Smartfood brand with a series called “overheard on the internet” that brought people’s tweets to life.
