pop secret® Popcorn packaging redesign and segmentation
for the love
of popcorn When launching their improved butter formula for the popcorn that consumers already knew and loved, Pop Secret® used the opportunity to update the overall look and feel of the brand. They challenged 3TC to break through the competitive clutter at shelf, with an objective to simplify and optimize communication, as well as build stronger brand awareness. A clear and consistent architecture was established 
in order to highlight the brand itself, increase appetite appeal and flavor communication, as well as amp up the equities of the Pop Secret brand color.
a pop above With the increase of better-for-you snacks in the snacking aisles, specifically the increased competition from ready to eat popcorn offerings, Pop Secret wanted to highlight it's product benefits in 
a clear, concise way. By creating simple icons for each benefit, and prominently placing them on both the front and side panels, Pop Secret is able to quickly and easily communicate the better-for-you attributes of it's popcorn.
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the goodness It was also important to Pop Secret 
that the new package design be easily adaptable. The architecture needed 
to be able to accommodate additional structures like kernel jars and seasonal flavor extensions, while still maintaining a strong brand presence.