Propercorn is set apart from other popcorn brands because of its truly exotic flavours – sour-cream-&-black-pepper and sweet-coconut&-vanilla to name a few – which means its packing and identity should also be playful and ambitious, a far cry from the traditional salty and sweet options. As part of its its new 'popping' identity, the London popcorn brand commissioned seven leading British and international artists to design illustrations for each of its flavour combinations.
Kelly Anna, Tom Abbiss Smith, Elena Boils, Kim Sielbeck, Nathan Joyce, Pietari Posti and Billy Clark have all designed and illustrated one new flavour each, resulting in a bold new aesthetic for the popcorn brand.
Pietari created a delightful beach scene for the lightly sea salted flavour, Tom a rich red, sun soaked valley for sun-dried tomato and chilli, Billy delves into peanut shaped mountain ranges, Kim a tropical paradise for sweet coconut and vanilla and Kelly Anna a salty coastline for sweet and salty.
"We've come a long way since I sketched our first packs on the back of an envelope eight years ago," says co-founder Cassandra Stavrou.
Since the brand’s launch in 2011, its undergone three different logo and packaging designs, but the latest refresh is all about colourful surrealism.
As well as updating the packaging illustrations, Propercorn has a fresh logo and a cleaner, sans serif typeface for the flavour names: perfectly sweet, sweet & salty, sour cream & black pepper, Sweet coconut & vanilla, sun-dried tomato & chilli, lightly sea salted, peanut butter & almond.
Image: Tom working on his illustration for sour cream & black pepper
The Propercorn patterns and colour palette have been kept as brand signifiers, but the kernel size has increased and Pantone's bright colours introduced to create a "confident aesthetic".
"Our varied portfolio of favours really set us apart, but the individual taste profiles needed more personality injecting on pack," says head creative Becky Akers. "We’ve turned to some of our favourite illustrators to help each flavour come alive, every pack has a bespoke approach."
Image: Nathan working on the packaging illustration for sun-dried tomato & chilli
The new packaging illustrations – for single, sharing and multi packs – will also be rolled out digitally from April.
Read on to see each design and its artist.
Image: Kelly Anna's creative process for her illustration for Propercorn's sweet & salty flavour.
The Mexican illustrator has a passion for nature and surreal creation. Her layering of contrasting shades takes inspiration from landscape paintings and old botanical prints from the 18th Century.
London-based illustrator Billy Clark has a playful style, inspired by his love for cartoons and comic books. His rolling peanut hills feature rich, nutty textures and smooth hues.
Another London-based artist, Kelly Anna is known for her colourful identity and using life and movement to create empowering illustrations. You can read more about her illustrative style in our interview.
Kim is US illustrator, painter and surface designer who grew up in Hawaii. This still heavily influences her vibrant designs, including this vanilla pod canoe and coconuts.
British artists Tom Abbiss Smith produces abstract work, taking influence from Matisse.
Finnish born illustrator Pietari Posti now lives in Barcelona, where he founded his own creative studio. He uses simple, clean lines and crisp bold shapes to bring a mystery to his sea setting in this design.
Nathan is actually a member of the Propercorn team, who cites Dr Seuss and Pokemon as his biggest influences.