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Kettle’s popcorn range has expanded into convenient cup form, working with Sydney-based agency Tweak to transition the design from bag to the smaller serving size.

Leading the design for the launch in 2016, Tweak’s concept consisted of photographic and vector illustrated elements across three bold colours of yellow, orange, and blue, teamed with a gradient into black for each flavour.

Senior designer Shane King said the goal for the brief was to translate the bag design into cup form as seamlessly as possible for consumers to easily identify the product as an ‘on-the-go’ snack.

“The classic tapered cylinder with the easy peel lid combined with the perfect single serve size says, ‘Take me with you',” he said.

“It was therefore more important from a graphic point of view to translate the bag design as accurately as possible to leverage the success of the existing product.”

Because of its cylindrical form, the transition to the cup serving required minimising the visual legal copy seen on shelf as the design can be seen from any side.

“We formatted the barcode and nutritional information into narrow panels which were sandwiched between two front faces. This maximises the opportunity for the fronts to be seen and from any orientation.”

Tweak’s design is featured across the three Kettle popcorn flavours available: Sea Salt, Salted Caramel, and Honey & Butter.

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