The sensation
Crunch.
The sound, texture and pleasure at the heart of the product. Immediate, familiar and easy to remember.
A little kernel.
A lot of character.
Naming, positioning, identity and packaging for the launch of a gourmet popcorn brand. A complete brand, built around the pleasure of a good crunch.
From the name.
To the box.
Brand strategy, naming and identity.
Product nomenclature, packaging and launch communication.
Brand naming
You can hear it.
Before you taste it.
The brief was to launch a gourmet popcorn brand. We named it The Crunch Box: a simple expression of the product and the experience. A box full of crunchy popcorn, with a name that makes you want to open it.
The promise
Box.
Something full of good things. A name that puts the experience of opening, choosing and sharing into the brand itself.
Positioning & messaging
A familiar snack.
A little more indulgence.
The brand brings a gourmet sensibility to popcorn without losing its playfulness. Flavour, texture and the pleasure of eating lead the story, not complicated language about what makes a snack premium.
The closest thing
to pure love in a box.
The brand promise keeps the focus on enjoyment. Warm, expressive language gives the products personality and makes the box feel like a treat, whether it is for you or someone else.
Visual identity
Popcorn.
Right down to the letters.
The lettering is shaped like popcorn itself. Curving, overlapping letterforms come together as one full, rounded mark, creating an identity that looks like the product before you read the name.
A mark with an appetite.
The letters sit closely together, with generous curves and expressive flourishes. The result feels full of character, rather than like a conventional label placed on a snack.
A bright family resemblance.
The yellow signature ties the range together. Purple, orange and yellow packaging, with distinct patterns, give the different products their own expression.
Product nomenclature
Flavour you can
hear in the name.
We created the product naming system as part of the same verbal identity. Each name brings flavour and sensation together, making the range descriptive without losing its personality.
Classic Masala Pops.
A familiar flavour, with a playful finish. The name keeps the savoury character clear and the tone unmistakably light.
Warm Caramel Crunch.
Warmth, sweetness and texture in one name. It tells you what to look forward to before the first handful.
Packaging system
Different flavours.
One very full box.
The packaging carries the personality into the product range. A shared logo and bold colour keep the family connected, while geometric patterns and small illustrations give each tin its own presence.
Recognisable on its own.
Better together.
The popcorn-shaped mark anchors each pack. Colour and pattern provide variety without breaking the system. In the larger box, the window brings the range together and lets the products do the talking.
Launch communication
A first taste.
A reason to come back.
Product creatives and printed launch materials extend the same appetite-led identity. Flavour names, product imagery and a warm invitation to try the range give the new brand a consistent first impression.
Make the range inviting.
The menu pairs names with product images, making it easy to explore the flavours and find something to try.
Keep the brand together.
The same lettering, colour and playful voice connect the launch materials to the packaging. One brand, from the first introduction to the box in your hands.
The Crunch Box × ENG1N
