Portfolio - Rebranding/ Restyling - CorinCorn
CORINCORN
packaging redesign
Creative director: Alyona Trifonova.
Designer: Evgeny Korolev.
Product: popcorn.
Brand: CorinCorn.
Company: "Goryachiye krendeli "Sever", LLC.
Task: to redesign the microwave popcorn packaging.
Microwave popcorn
We had the task to redesign microwave popcorn packaging in order to make it modern, and at the same time to save the current brand look that customers have already fallen in love with. Therefore, we left the central part of the design almost untouched (large CorinCorn logo, large popcorn image), but worked out all the details thereby improving the perception of the packaging.
In the new design the following changes have been added.
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An image of a microwave oven has appeared on the front side. In such way people could easily understand the way of using.
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The color pallete of logo was reduced to one color (white) in the entire line of this popcorn.
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The color palette of tastes has been adjusted: the shades have become more pure.
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The terms of the promotion with another brand were harmoniously integrated into the design.
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All textual information on the back side of the packaging and on the sidewalls was ordered in terms of meaning. The indicators of proteins, fats, carbohydratesare now are summarized in a convenient table.
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Text blocks were aligned.
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In the new design, we used only smooth lines in plates and tables, without sharp corners.
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We changed icons for the cooking method on the back side of the packaging. We've replaced the dark comic-style images with new clear, thin-lined images.
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Brand social networks have been added.
These changes made the packaging design more modern and intuitive. Now all the information is represented in a simple form and is very easy to read.
For the New Year, we have made a limited series of packagings of the two best-selling popcorn flavors in an atmospheric festive design.
Ready-to-eat popcorn
Как и в случае с микроволновым попкорном, перед нами стояла задача сделать дизайн упаковок попкорна более заметным и современным, сохранив узнаваемость бренда. Мы также оставили центральные элементы дизайна практически нетронутыми (крупное начертание логотипа CorinCorn, крупное изображение попкорна), однако до мельчайших подробностей проработали все детали, улучшив тем самым восприятие упаковки.
In the new design the following changes have been added.
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The inscription of the word POPCORN was made contrasting; for this, one color was chosen for the entire line.
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The color pallete of logo was reduced to one color (red) in the entire line of this popcorn. The text under the logo was also made similar at each SKU.
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We have developed a new palette for the backgrounds. For this, delicate shades of pink, creamy chocolate, caramel, etc. were chosen. This made the product look more expensive.
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Added a label with taste icons for better reading information.
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The terms of the promotion with another brand were harmoniously integrated into the design and we added a contrasting dark band under the lid.
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All textual information on the sidewalls was ordered in terms of meaning. The indicators of proteins, fats, carbohydratesare now are summarized in a convenient table.
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Text blocks were aligned.
Comment from Dmitry Dzyubenko, Deputy Chief Sales Department "Goryachiye krendeli "Sever", LLC
"I was one of those who interviewed Alyona when she was applying for work at "Goryachiye krendeli "Sever" and I am very glad that I didn't mistake with my choice! A lot of good things happened during Alyona's work with the company. For example, we redesigned the packaging of popcorn for microwave. We haven't updated it for ages and the packaging looked outdated. Alyona improved it and made it more selling. Alyona created cool presentations and commercial offers for the Sales Department, which helped us a lot in communicating with clients! Alyona did not just create marketing materials separately from us, but also communicated with the Sales Department, found out our needs, product features, asked what goals we had, tried to help in everything and explained how it would be best to use certain marketing innovations. I'm glad I got to work with Alyona - now I know how the strong marketing looks like and how it should be!"
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