AWESOME POPCORN AND CHIPS
Gourmet Basics, a late comer to the over snack category, was having trouble getting attention. Taking cues from their tagline, "100% Awesome", Workshop Branding suggested they embrace the attitude and really run with it. A new editorial direction was developed, leaning heavy on very confident copy (with just a hint of self awareness) while utilizing bold colors and big photography.
The result was popular enough to extend to another popcorn product line, in the hopes that an umbrella brand of "awesomeness" would help billboard the aisle.
Their previous versions were not awesome. Being more utilitarian than appetizing, they lacked personality and impact. Giving them a strong and somewhat humorous voice made them stand out on shelf.
INITIAL DESIGN STUDY
EMBRACE THE AWESOME