KuKuRuza Popcorn…Heart, Soul and Pure Imagination in Every Batch
01-07-2008

KuKuRuZa Popcorn is by far the best popcorn on Earth. They use only the best ingredients (no artificial junk) and put Heart, Soul and Pure Imagination in Every Batch. We recently did an update of their Product Packaging as well as their Logo/Identity. To help get consumers’ appetites going, we incorporated a little nostalgia with a light, Early Americana look and flavor to this delicious product. Popcorn is fun. You don’t eat popcorn as a serious meal- you eat it and enjoy it, especially this stuff. That’s where the fun is.

We first came across KuKuRuZa during the summer of 2006 when we were asked to help with the design of a special Autism Box Sampler for Walk Now for Autism, with proceeds from the popcorn benefiting SARRC www.autismcenter.org (Southwest Autism Research & Resource Center), an organization that Estudio Ray has been affiliated with for a number of years (I’m also proud to serve on their Board of Directors).

In addition to the Benefit Box for SARRC, we designed KuKuRuZa’s Holiday Popcorn box last year, which with its festive decorations and attire, was also a successful item for them.

What did we do?

We redesigned the company logo into something that was more nostalgic and light hearted and easy to use in various retail applications as well as something that stood for quality wherever it appears.

Boxes were designed to fit a few bags as a variety pack and sampler kit. A couple of different sized popcorn bags were also designed using different retro photos to continue the nostalgic quality and flavor. One thing that was important to us as we designed this was to keep in mind the flavors and the ingredients that KuKuRuZa uses; real cheese, caramel, rich chocolates and fancy nuts…nothing artificial or fake here.

We also developed their tagline for positioning- Heart, Soul and Pure Imagination in Every Batch. This very much describes the labor of love that the KuKuRuZa folks put into their product.

It’s delicious stuff and makes great gifts year round.

Here’s a link to fulfill your culinary curiosity and sweet tooth: http://www.kukuruza.com/home.php