The aim of the brief was to increase purchase frequency, and recruit new users, through reinventing this iconic brand in a modern and relevant way. At the heart of the brand is the cinematic experience, which has been developed and grown across the new brand identity and packaging.
The redesign reflects Butterkist’s heritage and
long-standing association with the world of film and cinema. First created in America, 1914, Butterkist first shipped its machines across the Atlantic and into
UK cinemas in 1938. Butterkist remains just as popular today, firmly established as the nation’s
Inspired by the visual language of the classic film
production logo, the new Butterkist identity is designed
to reflect the idea of a ‘popcorn production company’.
The theme is reflected through the introduction of the ‘epic’ popcorn Atlas symbol, a chiseled-style Butterkist logotype, the spotlight style radiating background,
and the ‘velvet red’ brand colour.
The design strategy creates a distinctive and ownable
look and feel for the brand by building on Butterkist’s heritage. The brand is now clearly set apart from the competition and offers consumers a distinctive, iconic
and modern approach.
“We are really pleased with the Butterkist design, it successfully answers our brief to create an identity which reflects the striking new clear positioning of the brand and its strong association with the movie experience. Everyone at Tangerine is very excited about this re-launch.”