G.H. Cretors has been making premium popcorn for more than 125 years. The company is unique in that it has been family owned since 1885 when Charles Cretor invented the first popcorn wagon.

Equator developed a family-friendly pack design that refers to G.H. Cretors’ history through subtle hints of the company’s past. The product was photographed in a simple sculptural formation to highlight the amazing, all-natural ingredients in every bag.

The background pattern incorporates ornate elements reflecting what was present on the company’s first popcorn wagon. The clean, white look unifies the line and strengthens the brand.

The end result was a contemporary and modern design, bringing a fresh look to a trusted brand.

While working on the Cretors re-brand, the main aspect that made the project standout was to follow the design brief, which told the old family story. Cretors is so much more than a brand or a company; it is a way of life for the family, with a lineage spanning back more than 125 years when Charles Cretors invented the first popcorn wagon.

The client was also very excited to be hands-on throughout the design process, expressing an interest that made the project fun for the entire Equator team, as demonstrated by the following quote from President and CEO Phyllis Cretors.

“Equator’s enthusiasm for our project was contagious and their creativity inspiring. They managed to take our 125-year-old family story and transform it in to a relevant brand, capturing our consumer at first glance. The story we’ve been telling around our kitchen table for decades is now told each time our customer picks up a bag of G.H. Cretors Popped Corn.”

Cretors asked Equator to redesign its traditional branded range of popcorn to drive sales and expand its appeal in a competitive market.

The original Chicago Style Mix brown bag was in distribution from September 2009 through February 2011. Total sales for this year, after the new design was released, have increased 340% relative to the total sales of those 18 months combined.

Equator’s creative solution successfully combines the traditional and the contemporary. A new logo featuring an old steam popcorn machine and an elaborate frame motif inspired by detailing on old-time popcorn carts appear on a crisp, modern, matt white pack blending nostalgia and contemporary styling. Fun, sculptural product photography and eye-catching colors signal flavor variants and add a touch of whimsy to a pack that now really “pops,” adding value to the shelf.

The line of all-natural snacks have made such an impact at upscale food retailers that it is expected to expand overseas in the near future and be sold in London’s Whole Foods store.