Butterkist’s new look designed to help consumers navigate “sea of red”

A refreshed logo, an expanded colour palette and a new tone of voice have all been introduced to packaging.

Popcorn brand Butterkist has undergone a brand refresh and introduced new packaging, which features a “softer and warmer” wordmark, retained within the brand’s heart symbol.

Meanwhile different flavours have been colour-coded for clearer differentiation and better shelf stand-out. The rebrand has been completed by Chilli UK.

Chilli UK managing director David Whittle says: “Research groups showed us that consumers had struggled to navigate the brand and identify different flavours from the current packaging, which seemed a ‘sea of red’ – even though red represented one variant, the core toffee flavour.”

Food language, such as “crunchy”, “delicious” and “simply” have been introduced for the first time on-pack.

The new wordmark has been handrawn, and the type used for the product descriptor “represents the movement of the popping corn” to give more energy to the front of the pack, according to Chilli UK creative director Scott Wardle.

“We’re making the Butterkist brand softer and warmer but we’re also recognising that it’s a fun brand with a lot of personality and modernising the whole look by introducing these new colours,” Whittle says.

The new look is rolling out in Asda this week before hitting supermarkets nationwide.

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