Our task was to introduce two new products to the PopCorners family, while also raising brand awareness for the master brand as a whole. We introduced two new brands: Flex Protein Crisps and Flourish Veggie Crisps with a cohesive brand strategy that allowed each product line to stand on its own within the PopCorners family, without cannibalizing the existing PopCorners brand. Our endorsed brand strategy allowed us to develop product and flavor names, unique identities, and packaging that jumps off the shelf.

Created at Frank Collective

Brand Strategy
Naming
Brand Architecture
Brand Identity
Packaging
Copywriting
Social Marketing
Illustration
Product Photography

Our research showed that those who are familiar with PopCorners love the brand, so we used a parent-brand endorsed strategy when naming and designing Flex & Flourish. Using standout learnings from focus groups conducted while the product was under development, we explored several unique naming pairs before moving into further testing. Respondents had a clear preference for names that had strong individual personalities but still worked as a combination, and ultimately, we selected Flex & Flourish as our final names. Flex & Flourish exist as the “adult children” of the PopCorners parent brand; they each have their own individual personalities while all bear a familial resemblance with one another.

Flex uses bold typography and a minimal layout to stand apart from the crowd, and uses a unique color profile and handcrafted illustrations to distinguish flavors. Both Flex and Flourish bring PopCorners brand equities into the layout which has resulted in distributors selling all three product lines in the PopCorners family with ease.