Joe & Seph’s Brand creation
Making gourmet popcorn doubly desirable...
From start-up to UK’s best known brand of gourmet popcorn – our part in the rise of Joe & Seph’s.
We delivered: Naming / Logo / Packaging / Print advertising / Collateral / E-commerce website / Branded video / Copywriting
A popcorn connoisseur, Joseph Sopher would bring home incredible popcorn for family and friends whenever he visited the US. Then it struck him: popcorn in the UK is so dull, why not create a product that tastes amazing? In fact, why not be even more ambitious and reposition popcorn as a premium product people might buy as a gift or treat. In other words, let’s make gourmet popcorn for grown ups.
Working to a tight deadline, we enabled Joseph to transform his imaginative product into a standout brand. We wanted the name to work hard, referring to Joseph but avoiding a generic ‘Joe’s Popcorn’ approach. The more we talked to Joseph, the more we realised that he was performing two roles – connoisseur and chef. So we came up with Joe & Seph’s: wearing a chef’s hat he’s Joe, wearing a top hat he’s Seph. Translating the ‘dual role’ concept into a visual identity, the top hat is the chef’s hat in reverse.
Without thinking twice, Joseph bought into the idea.
We then developed a system of colour combinations for the labels and, taking cues from categories such as wine and chocolate, added tasting notes to the back. Since launch, we’ve applied the system to a wide range of packs and materials, from seasonal shapes to glass biscotti jars. And we’ve created an array of communications, including an e-commerce website, literature and ads – all infused with the visual and verbal flavours of Joe & Seph’s.
Growing fast, the brand is now stocked by a range of premium retailers in the UK, from Harrods to Waitrose, and by  smaller retailers. It’s offered by a number of hotels and airlines, including Claridge’s, BA and US Airlines. And it’s exported to 15 countries.
“We are now the most well-known gourmet popcorn brand in the UK, and one of the most well-known British popcorn brands in the world. We couldn’t have done it without the right design. I’m delighted with all the work produced by Designers Anonymous.”