Pipó: The Popcorn’s Reinvention (Concept)

Creative Agency: Agência Yo
Project Type: Concept
Location: São Paulo, SP, Brazil.

Thinking about a market that only grows in Brazil and in the world, premium culinary products, “Pipó” is one of the first gourmet popcorn from Brazil. With a different proposal for action, the brand seeks more than just bring popcorn with unusual ingredients and high standard, offering a true change in consumption habits of the popcorn and creating new contexts for this old acquaintance.

To build a brand perception aligned with the character of indulgence and novelty that this product has all the contact points were designed from these values. The positioning “unexpectedly gourmet” for example, is the perfect synthesis of what the Pipó is, and their packaging, of course, the visual translation of this construction. One of the most noticeable changes is the fact that the cans replaced the traditional paper bags. The short narratives related to the flavors are also an attraction in itself as talk about the product in a fun and engaging way.

Regarding the visual identity of the packaging, the entire aesthetic was designed as to show an air of elegance and sophistication, with patterns and color palette that help to establish an atmosphere with its own identity. Without the traditional appeals that a product more popular usually asks, the packaging and communication of Pipó allow a differentiation that occurs from the subtleties, just like the product itself.

The Unique Points Of The Packaging:
Pipó is one of the first gourmet popcorn from Brazil. A reinvention delightfully designed in every detail to provide pleasure and delight, bringing the best popcorn and adding a dash of sophistication that makes it irresistible. A recipe for Yo, responsible for brand building that resulted in an unusual and stimulating communication like Pipó own.