Tasked with creating two new product lines within the PopCorners family, Frank Collective recently completed a comprehensive branding effort for “Flex” and “Flourish.” The agency goal was to make each of the snacks memorable and distinct, while staying true to their “familial” relationship with the existing brand. Agency CEO and founder Jiffy Iuen explains, “Through our research, we determined that consumers who were aware of the PopCorners brand had positive associations with it. We used this insight to develop an endorsed brand strategy that strengthened the PopCorners family while allowing Flex Protein Crisps and Flourish Veggie Crisps to stand on their own and not cannibalize existing product offerings.”
The branding strategy included making consumers feel good about eating this snacks by focusing on the inherent benefits of each – real veggies and plant-based protein, and creating a look that features a bounty of real vegetables on the package, along with a handcrafted wordmark and the use of colors found in nature. The project also included generating a naming system for each new line, including flavor names, unique identities, and packaging systems, product photography, plus a social media and activation launch campaign.
