POP THE CORN

PROJECT: Brand Identity Design

DELIVERABLES: Logo Design/Packaging/OOH Advertising/Brand Collateral

TIMELINE: 1-2 WEEKS

PoptheCorn is a conceptual French gourmet popcorn brand created to challenge the idea that popcorn has to feel ordinary. My goal with this project was to reimagine a familiar snack as something more elevated, playful, indulgent, and worthy of being treated like a premium product. Rather than positioning popcorn as a quick, disposable treat, I wanted it to feel gift-able, collectable, and experience-driven.

This project gave me the opportunity to explore how far thoughtful branding and packaging design can push everyday products. It wasn’t just about designing a visually striking packaging, it was about building a full brand world that made popcorn feel intentional, expressive, and confidently different.

Brown washi tape with green and white floral design and gold text that reads "CRAFTED TO BE CRAVED" on an orange background.
A circular badge with a pink background, containing stylized flower graphics and the text 'Flavour You Can Feel' in bold white letters.

A HEALTHY DOSE OF RULEBREAKING

What made Pop the Corn really intriguing was striking a balance between premium and playful. Gourmet food branding often leans heavily into minimalism and restraint, while snack brands tend to prioritise boldness and fun. The challenge was to create something that sat comfortably between the two; refined enough to feel boutique, yet playful enough to remain approachable and fun.

A key challenge was breaking away from the traditional popcorn formats and visual language. Most popcorn packaging relies on buckets, plastic bags, loud photography, and predictable colour schemes. I wanted PoptheCorn to immediately stand apart on the shelf, which led to the decision to use cylindrical tube packaging; a format more commonly associated with speciality chocolate, coffee, or patisserie goods. This shift alone helped reposition the product before any graphics were applied.

Three cans of popcorn with colorful floral and abstract designs, placed vertically on an orange background, designed by Abubakr Moolla Brand Designer from East London.
Round red badge with abstract illustrations of pistachio nuts and the white text 'Made to be gifted' in the center. designed by Abubakr Moolla Brand Designer from East London.
A round container of popcorn with a pink rim, labeled as "Pop the corn" on top, on a solid red background with a shadow extending to the right. designed by Abubakr Moolla Brand Designer from East London.

NEVER SETTLING FOR THE EASY WAY OUT

Another important consideration was flavour storytelling. Rather than applying the same visual treatment across every flavour, I treated each one as its own mini identity. The raspberry flavour is vibrant and expressive, using layered illustrations to convey sweetness and energy, while the pistachio flavour adopts a more refined, artisanal feel through a floral-inspired composition. This allowed the brand to feel varied and dynamic, while still remaining cohesive as a system.

A colorful poster divided into four sections features various advertisements of Pop the Corn, a gourmet french popcorn brand based in france. designed by Abubakr Moolla Brand Designer from East London.

BUILT TO DISRUPT THE POPCORN INDUSTY

Subtle details played an important role in grounding the design. The flavour photography on the cap, restrained bottom labelling, and minimal informational copy were all intentional choices to avoid clutter and maintain a refined feel. These quieter moments help elevate the overall experience, allowing the product to speak for itself.

Overall, this project allowed me to explore a new perspective on how strategic design decisions can transform a familiar product into something memorable. By breaking a few popcorn industry standards and thinking of new ways to tell a story visually, this project sets out to a great example on how sometimes, just sometimes trying out ideas that sound crazy can lead to a truly unique outcome.

Two cardboard boxes labeled "Popcorn" stacked on outdoor stone stairs, with flower illustrations on the boxes and a green shipment sticker on the top box.
Red circular sticker with colorful illustrations of berries, pistachio nusts and popcorn, and the phrase "Crafted to be Craved" in white text. designed by Abubakr Moolla Brand Designer from East London.
Billboard advertising a snack with the words 'Crunch, but cultured, playful by design' and an image of green swirled snack with chopped nuts, with a background of streetlights and an elevated railway. designed by Abubakr Moolla Brand Designer from Ea