Metcalfe’s make popcorn and snacks that are delicious but also ‘light’. A paradox. Playing in a crowded category the challenge was to tell this story in an engaging, light-hearted way.

We put the product at the heart of the story, creating a duo of ‘naughty’ and ‘nice’ characters who spell out the brands claims to fame. By placing them at either end of the packaging their ‘duality’ becomes even more clear, whichever way up you look at them.

• Design Strategy: Silas Amos
• Design Agency: Derek and Eric.
• Client: Metcalfe’s