It's long been agreed that cinema and popcorn are the perfect match. Village Cinemas therefore wanted to expand their product offering to include a Village-owned premium popcorn brand. They would produce this product with their own facilities, in Melbourne, with an emphasis on real ingredients rather than artificial flavours. The range would feature gourmet-style flavours such as salted caramel and rocky road, with new and innovative flavours being introduced regularly.

The client wanted us to explore naming options as well as visual identity to be used on their packaging and promotional materials. We developed two distinct directions that we felt were appropriate for the brand, with names and moodboard inspiration to suit each. In the end, the client felt that they would rather build on the name of an existing product they had on board, but were happy to develop our "authentic" direction for the visual identity.

Because the intention for the product was to fill a bucket with a customer's desired flavour as it was ordered, we had the challenge of designing branded packaging that was general enough to be used for all flavours, current and in the future, whilst still identifying the flavour actually residing in a customer's bucket and providing them with the required dietary information pertinent to that product. I came up with a system where the bucket itself would be printed with a branded design, and stickers containing specific flavour and ingredient information would be applied to the lid at the point of sale.