The document is a summary of a brand redesign project for Orville Redenbacher's Popcorn. The objective was to maintain the brand's leadership position by strengthening the consumer experience. The obstacle was to better communicate the brand's healthy benefits and improve how easy it was to find in stores. The actions taken were to develop visual designs that communicated the inherent goodness and bold flavors of Orville popcorn. The results were quantitative data showing dramatically improved perceptions of the popcorn being natural and fresh, and findability scores in stores improved by over one second compared to the previous packaging.

1. William Shaun Markey • 560 Dorset Court, Naperville, Il 60540 • 630-352-7126 • shaunmarkey1@gmail.com • www.linkedin.com/in/wsmarkey/
BRAND REDESIGN -
Orville Redenbacher’s
Popcorn
Business Objective
Maintain the brands leadership position by
strengthening the consumer experience.
Obstacle
Better articulate the brands healthy
benefits and improve shoppability.
Actions
Developed telegraphic visual
solutions to communicate:
• Orville’s inherent goodness
• Bold flavor communication
Results
• Quantitative results dramatically
show enhanced perceptions of
natural and fresh
• Findability scores improved by
over 1 second
(previous package)