The Orville Redenbacher brand is based on a strong product history that started almost forty-five years ago. While their products have expanded, their first product, Orville Redenbacher’s Gourmet Popping Corn, is still sold today. The package has changed considerably throughout the years but is still very dark and one-dimensional. This includes the logo, which displays a picture of its founder, Orville. The colour scheme consists of deep reds, navy and golden yellows, which do not portray the image of fun and this is one of the messages that the brand tries to convey. The main colour of the brand is the dark red that is associated with the deep velvet seats of old movie theatres.
The concept of this redesign is primarily very exciting. This is not only achieved through the use of bold colour and pattern, but also through the design of the package itself. The package was changed from its original bottled format into single serving-sized boxes. And then to add an extra “pop” to the design, the kernels sit in a spring-loaded tray that pops up when the box is opened. This feature adds a dynamic element of surprise, which is reminiscent of the experience of making popcorn.
