Joe & Seph's: Helping a gourmet popcorn brand pop off the shelf

This case study explains how a focus on design helped gourmet popcorn brand Joe & Seph's to create a new market for popcorn in the UK and export the brand to 15 countries.

Joe & Seph's: Helping a gourmet popcorn brand pop off the shelf

Designers Anonymous

Executive summary

Joseph Sopher had a kernel of an idea, He wanted to develop a completely new market for popcorn. With his family he set about creating a gourmet popcorn brand and growing the business without external funding. This seemingly unimpressive food was not associated with quality in the UK. Joseph needed to develop a strong brand and hard-working packaging to establish it as a new category. It needed to compete as a gourmet natural snack for grown-ups and capture the attention of the premium retailers....

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