melinda harvey
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Popcorners Flex & Flourish

This project was done at Frank Collective.

Popcorners came to us with two as-yet-unnamed new product lines—a protein crisp (Codename: Power), and a veggie crisp (Codename: Plus). We were tasked with naming, branding, packaging, and of course, taste-testing!

Popcorners wanted two distinct brands that each had their own personality, yet also built brand awareness around the entire PopCorners family. Our solution was a brand architecture where PopCorners acted as the endorsement “parent” brand—each brand beared a familial resemblance to PopCorners and to each other: we used bright swashes of colors, capitalized on PopCorners’ unique gravity-defying chip-stack, and gave each a wordmark that always locked up with the PopCorners logo.

Flex & Flourish were designed with a “ying-yang” relationship in mind: they are similar to one another, yet distinct in their personalities. Even their names are phonetically similar. Each brand’s strategy centers around energy: Flex is about energy for oneself (you fuel yourself with 10 grams—yes, ten!—per serving), while Flourish is about energy for others (the wholesome ingredients make you feel good, and you’ll spread that energy to others). Flex has brighter, more electric colors that emphasize flavor, while Flourish has richer, more vegetal colors. Because of the wholesome and natural qualities in Flourish, it features a hand-crafted wordmark done by Alejandro Rodriguez.

While PopCorners is a brand that values wholesome ingredients, it’s also a fun brand that wants to delight their customers. Flex & Flourish needed that trait, too, so we peppered fun illustrations into the narrative on the back of the bag, and each brand has their own, specially designed playful UPC symbol.

Studio: Frank Collective
Creative Director: Ashley Stevens
Producer: Jordan Chiodo
Lead Designer: Melinda Harvey
Flourish wordmark: Alejandro Rodriguez
Flourish product photography: Jay Sprogell

This project was done at Frank Collective.

Popcorners came to us with two as-yet-unnamed new product lines—protein crisps and veggie crisps. We were tasked with naming, branding, packaging, and of course, taste-testing!

Popcorners wanted two distinct brands that each had their own personality, yet also built brand awareness around the entire PopCorners family. Our solution was a brand architecture where PopCorners acted as the endorsement “parent” brand—each brand beared a familial resemblance to PopCorners and to each other: we used bright swashes of colors, capitalized on PopCorners’ unique gravity-defying chip-stack, and gave each a wordmark that always locked up with the PopCorners logo.

Flex & Flourish were designed with a “ying-yang” relationship in mind: they are similar to one another, yet distinct in their personalities. Even their names are phonetically similar. Each brand’s strategy centers around energy: Flex is about energy for oneself (you fuel yourself with 10 grams—yes, ten!—per serving), while Flourish is about energy for others (the wholesome ingredients make you feel good, and you’ll spread that energy to others). Flex has brighter, more electric colors that emphasize flavor, while Flourish has richer, more vegetal colors. Because of the wholesome and natural qualities in Flourish, it features a hand-crafted wordmark done by Alejandro Rodriguez.

While PopCorners is a brand that values wholesome ingredients, it’s also a fun brand that wants to delight their customers. Flex & Flourish needed that trait, too, so we peppered fun illustrations into the narrative on the back of the bag, and each brand has their own, specially designed playful UPC symbol.

We also created landing pages and social assets to ensure a successful product launch. Our client reported increased distribution and sales, and recently launched all product lines in Whole Foods nationwide.

 

My Role
LEAD DESIGNER

Skills
BRAND STRATEGY
NAMING
BRAND IDENTITY
PACKAGING
COPYWRITING
LAUNCH CAMPAIGN
SOCIAL MEDIA
WEB DESIGN

Credits
Studio:
Frank Collective
Creative Director: Ashley Stevens
Producer: Jordan Chiodo
Lead Designer: Melinda Harvey
Flourish wordmark: Alejandro Rodriguez
Flourish product photography: Jay Sprogell

Press
PopCorners Launches in Whole Foods Nationwide
Yahoo News, Sept 2019

Frank Collective Names and Brands New PopCorners Offerings
GDUSA, May 2019

PopCorners® Unveils FLEX™ Protein Crisps and Flourish™ Veggie Crisps
PMNewswire, Feb 2019

PopCorners Unveils Flex Protein Crisps and Flourish Veggie Crisps
Nosh.com, Feb 2019

Excerpts from Flex & Flourish Brand Guidelines