Sorghum is an ancient grain (like popcorn) that has been eaten in Africa and India for centuries. Not.Corn is disrupting the snack food category by being the first ever popped sorghum product in Europe. Rushina, the founder of Not.Corn wanted a whole new look and feel in order to position herself up against brands such as: Rebel Kitchen, Ugly drinks, Innocent and Propercorn. The brand values that Rushina wanted to come across in the packaging were: fun, cheeky, vibrant and rebellious.

The inspiration behind the packaging was to show the history of Not Corn. The African inspired pattern design takes the consumer on a journey of discovery with  flavours and shows the geographical origin of Sorghum.

The colours used in the design are complimentary to the flavours. They also create a hit of colour against the black background making it have shelf stand out in the healthy snack category which tends to be predominantly earthy tones. 

Not.Corn is now stocked in places such as Planet Organic, Whole Foods, Amazon, Hotcakes and Yumbles. Not.Corn has shelf stand out next to its competitors because of its different darker colouring and striking African pattern design.

As a part of Not.Corn’s re-brand Rushina asked me to create social media collateral to elevate the brands image. I have continued to use the same colours and tone of voice to keep a consistent brand identity. Art directing and photographing the product has been a fundamental to building the brand story.