The following set of images show the outcomes for the 2015 Propercorn YCN Brief. Propercorn are a company who sell a variety of different flavoured popcorn, there products are advertised as being low in calories and made using natural ingredients.
The brand have a very charming illustrative visual identity and the aim of this brief was to expand that illustrative style with a new pack design for each flavour, it was also mentioned that the illustrations could be animated as a way of drawing the consumers attention to the product.
THE SOLUTION/RATIONALE
The rationale behind this project was to extend Propercorn’s illustrative style in a fun and quirky way that would appeal to a broad audience. It also aims to portray the message that everything produced by Propercorn has been ‘done properly’, and is of an exceptionally high quality.
Each flavour has its own box design that is unified by a narrative that uses different animals/characters specific to each flavour. The illustrations on the boxes also picture different outdoor environments, to portray the idea that the ingredients used by Propercorn are natural and healthy.
A section of each box design has been made transparent so that the consumer can clearly see the product before purchasing it. This design choice is intended to stress the message that “We are Propercorn, and this is how popcorn is done properly”, that the Propercorn brand takes pride in the product that it produces and doesn’t need to be hidden from the consumer behind its packaging.
Finally, there was the idea of creating five short animations based on each of the five flavour illustrations. This was to bring the illustrations to life whilst embracing the technology we have available to us in the age of ‘user experience’.
This was achieved using the Aurasma app (for IOS and Android) and augmented reality; an instruction card would then be included within each box of popcorn to explain how it all works.To demonstrate the above concept, one animation has been created for the ‘lightly salted Propercorn’ flavour, however, the process and execution would be the same for the other flavours within the range. (See Instructions at the bottom of the page!)
