CASE STUDY
BRANDING STRATEGY
LOGO DEVELOPMENT DESIGN
PACKAGING DESIGN
Cooee Popcorn
The Brief
Having built the Cooee Cookies brand and packaging system, Cooee asked us to take it into a new category. Popcorn is a different shelf, a different shopper moment and a different pack format to a baked biscuit, but it had to arrive looking unmistakably like Cooee. The brief was a range that reads as one family with the cookies, carries the same native Australian ingredients story, and works as hard on a 20g flow wrap as it does on a retail multipack and a food service carton.
C H A L L E N G E S
Extending a brand built for cookies into a new category, where the pack has to earn its place in the range rather than simply carry the logo.
Separating popcorn from cookies at a glance while keeping both under one recognisable parent.
Navigating three flavours when the product itself, white popcorn, looks near identical in all of them.
Carrying the native ingredient story, the dietary claims and the mandatory labelling on a 20g flow wrap with very little printable area.
S O L U T I O N S
Kept the navy master asset, the circular lockup and the "everyone can enjoy" promise from the cookie system, so popcorn arrives as part of an established brand rather than a new one.
Carried the gluten free banner across the top of pack from the 160g Cooee Cookies retail range, which the small service packs do not use, linking the two retail ranges at the moment a shopper scans the shelf.
Colour coded the descriptor itself, so Popcorn reads in pink, green or orange and signals the flavour before the flavour name is read.
Filled the circle with the product shot at scale, which is what sells a snack, and used native ingredient illustration to do the differentiating: wattle on the wattleseed caramel, native leaf and berry on the strawberry gum and Davidson plum flavours.
Ran the flavour colour through the base block, the dietary icons, the weight and the descriptor copy, so a single glance sorts the range.
Placed the mandatory elements, health star rating and weight statement, in fixed positions that meet the labelling requirements without breaking the composition on a pack this small.
Scaled the same architecture from 20g flow wrap to five pack retail carton to hundred pack food service box, and out into expo banners and floor display units alongside the cookies.
R E S U L T S
Popcorn gave Cooee Native Superfoods a second category on the same brand equity. The range sells in single serve, retail multipack, food service cartons and subscription, and it reached its first major supermarket listing when Coles Local stocked Cooee Cookies and Cooee Popcorn nationally during NAIDOC Week 2026.
The system we designed for one product absorbed an entirely different format and category without redrawing the brand, and it holds the same promise on a 20g flow wrap as it does on a family pack.
Related case studies:
Strategic Brand and Packaging Design for an Indigenous owned native superfoods snack range