AN (EXTRA)ORDINARY (BIO) POPCORN BRAND

Project details

Year

2022

Programme

graphic-design

Practices

Commercial

Minor

Branding

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“There is a massive gap between people who say they want to buy responsibly and ones who actually do it.”

– Viewpoint Magazine, #42 – “Guilt-free” (Leslie, J., 2019).

Establishing a new food brand and attracting loyal consumers can be quite challenging in the competitive food market. Bio food brands have adopted a particular approach that is not necessarily aimed at attracting new consumers. The bio food industry is not growing as fast as it should be mainly because of the vast misinformation about the qualities of these products – so something should be done about it.

The project AN (EXTRA)ORDINARY (BIO) POPCORN BRAND proposes an alternative approach where bio food brands adopt and even recreate the visual identity and aesthetics of the leading companies on the particular market. The urgent topic – the importance of choosing bio foods – is translated into little hints that are hiding in plain sight. This is an approach that combines the methods of culture jamming and subvertising. The purpose is to offer consumers something very similar to what they usually choose and trust, so they are more easily convinced to buy it. Later on, when they interact with the product they get involved in an urgent topic by a hidden message on a layer beneath the surface.

Let me walk you through the customer journey…

Why popcorn`?

Corn is one of the most commonly GMO processed foods on the market, and GMO corn, in particular, can have many negative effects on our heart function, kidneys, and livers – which many people are unaware of.

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