Revolutionizing Snack Packaging: Metcalfe's Skinny Popcorn

Springetts Brand Design's Innovative Approach to Health-Conscious Snacking

Metcalfe's Skinny Popcorn, initially launched by Julian Metcalfe, has gained a strong market position within the rapidly growing snack category. The brand's unique use of a Stevia blend for sweetening sets them apart from the competition, addressing the increasing health concern of sugar consumption. Springetts Brand Design was tasked with reflecting this innovative approach in the packaging design.

The design team faced the challenge of communicating the brand's health-conscious message in a light-hearted, engaging way. The packaging needed to reflect the brand's personality and clearly communicate the proposition of the tastiest, healthiest popcorn that is a guilt-free treat for everyone. This was no easy task in a category teeming with competing products.

Springetts Brand Design rose to the challenge by creating a range of packs featuring a striking and distinctive design. The design reflects the brand's engaging, vibrant, and light-hearted personality. Bold color combinations were introduced for each flavor variant, ensuring strong on-shelf standout. The popcorn 'dudes', unique to each SKU, add personality and help communicate the flavor of each product.

The 'placard' logo and lock-up is an evolution of the existing logo, taking a generic shape and creating a distinctive and ownable equity for the brand. It reflects the brand's passion for creating the tastiest, healthiest popcorn and making it accessible to all consumers. This innovative design solution was recognized with a Silver A' Packaging Design Award in 2017, a testament to the design's outstanding expertise and innovation.

The project, completed in London in 2016, is a testament to the power of design in communicating a brand's unique selling proposition. Metcalfe's Skinny Popcorn, with its distinctive packaging, stands as an example of how design can revolutionize a product's market position. Springetts Brand Design's innovative approach to packaging design has not only set a new standard in the snack category but also demonstrated the potential of design to drive brand growth.

In conclusion, Springetts Brand Design's innovative packaging for Metcalfe's Skinny Popcorn is a testament to the power of design in communicating a brand's unique selling proposition. The award-winning design, with its vibrant colors and engaging popcorn 'dudes', not only reflects the brand's commitment to healthy, guilt-free snacking but also sets a new standard in the snack category.