Kernel Season's LLC has spiced up the image of its line of popcorn seasonings, with a brand redesign that includes a shapely, custom-molded container and a full-body sleeve label, decorated with zesty graphics that “pop” on shelf. Established upon the college graduation of entrepreneur Brian Taylor in 2000, Kernel Season's of Highland Park, IL, offers 14 flavors of all-natural, shake-on popcorn toppings, sold nationwide to movie theatres, in grocery and mass-merchandise stores and online at www.nomorenakedpopcorn.com.

The new, high-density polyethylene jar (ranging from 2.7 to 3 oz), which officially launched in early August, replaces the brand's previous composite-can packaging for nine of the most popular Kernel Season's™ retail varieties, including White Cheddar, Sour Cream & Onion, Ranch and Caramel, among others. “We wanted to add some excitement to the jars,” says Taylor. “We thought it was valuable to invest in a good shelf presence.”

And invest they did, with the packaging designed by Maddock Douglas, Inc. (www.maddockdouglas.com) , custom molds and bottles created by Knight Tool/Mohawk Molding (847/289-0005) through supplier Containers Plus, Inc. (815/464-2660) and specially color-matched caps produced by Silgan (www.silgan.com). In addition, each variety is decorated with its own artwork, created by an illustrator to provide visual cues to the consumer on the flavor inside. For example, White Cheddar uses an appetizing graphic of a wedge of cheese, while Butter uses a melting pat of butter to represent the variety.

The full-body sleeve label, a 50-micron polyvinyl chloride, is flexo-printed by Fort Dearborn Co. (www.fortdearborn.com).

“One of our ultimate design goals was to convey flavor,” explains Taylor. “We think we achieved that with some of the warm colors that we used. Even the shape of the jar helps communicate 'flavor.' It communicates something that is a little bit different and a little bit more interesting than a plain, composite can or a stock, rigid package.”

Another advantage of the new package, he adds, is its ability to provide a greater barrier against moisture for the products' hygroscopic cheeses and spices. A custom-printed, foil induction seal, covered with a sifter fitment and a CT cap provide the product with up to a 12-month shelf life.

If the reception to Kernel Season's facelift at several recent tradeshows is any indication, Taylor says that “the signs are very encouraging.”

Kernel's Season's toppings are priced at $2.89 per container.