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Finest

Popcorn Kettle corn brand book a kernel of truth


About Gelsons how to take over the world Mission Statement

To make shopping anywhere else unacceptable for consumers who value quality products, cleanliness, convenience, and personal service. Established

Gelson’s was founded in 1951 by brothers Bernard and Eugene Gelson as an extraordinary grocery shopping experience for discerning consumers. Type of Business

Gelson’s Markets is recognized as one of the nation’s premier supermarket chains. Each location is singularly known as the area’s best market for superior produce, highest quality meat, seafood and deli, an unmatched selection of wine and liquor, and exceptional service.


demographic how to take over the world Gelson Clients

look for quality and are willing to spend a bit more for it. The Gelson’s shopper is anywhere from late 20s to early 50s. They are looking for reliable Gelson’s products that do not scream child’s snack. They want a popcorn that looks healthy and smart.

Key Words fun

calorie conscious

stand out

grab-n-go


Popcorn Brands Trouble’s Popped Up! Gelson’s Market whole foods Bristol Farms Ralph’s Market world market Store brands were all very similar, with the exception of World Market giving their popcorn the “world market” look, all came in plastic bags with a generic label sticker.


gelson’s market

$ 2.99

Quaker Popped corn

Lite popcorn

$ 3.49

FIT Popcorn

$ 3.99

Gelson’s popcorn

$ 2.99


Whole Foods

$ 3.49

365 POPCORN

365 POPCORN

$ 3.69

OLIVE OIL POPCORN

$ 1.59

365 POPCORN

$ 3.69


Bristol Farms

$ 3.49

AMERICAN FARMER POPCORN

KETTLE POP

$ 3.79

AMERICAN FARMER POPCORN

$ 3.49

BRISTOL FARMS POPCORN

$ 1.69


Ralph’s Super Market

$ 5.99

ZEBRA POPCORN

CHEETOS POPCORN

$ 3.00

SMARTFOOD POPCORN

$ 2.99

BRAND NAME POPCORN DISPLAY

$ 2.00-3.00


World Market

$ 2.49

WORLD MARKET POPCORN

CARAMEL POPCORN

$ 4.29

WORLD MARKET POPCORN

$ 2.49

BUTTER TOFFEE POPCORN

$ 4.29


Rebrand bland to eye-popping! Moodboard ideation sketches Sketch Development final product The goal originally was to create a classic Gelson’s branding that would marry the look of the store and product but, (**spoiler alert**), I realized that is not what the modern consumer desires.


moodboard 1.0 initial moodboard concept


Ideation Sketch progression


inspiration 2.0 a butter idea problem with rebrand

There are a lot of classic takes on popcorn but nothing that would really stand out on the isle. I found the concepts I was working with would blend into the shelves. what am I selling?

The current popcorn consumer is willing to stray from the norm. They are looking for something new and more portable popcorn packaging.


moodboard 2.0 moodboard concept


The package Look at those wireframes


final die cuts ready to print!


final package Yes I got in trouble taking this picture problem with rebrand

The new container is portable and can be hung at the front of the store or on the popcorn aisle. what am I selling?

The current popcorn consumer is willing to stray from the norm. They are looking for something new and more portable popcorn packaging.



Gelson's Popcorn Rebrand