Argires Snacks
- Pearl Resourcing
- 8 hours ago
- 3 min read
Updated: 6 hours ago
For over 70 years Argires Snacks has been making Outrageously Good snacks including their cheesiest popcorn.
With huge success in micro markets and vending, they struggled to get into retail with large buyers. Founder George Argires had commissioned individual designers and led re-brands a few times and was nearly ready to send it to print.
Something inside him told him to hold off a launch for a year and invest with an experienced agency. He asked peers and leaders for referrals.
Time for a Re-Brand
This year Argires Snacks partnered with Pearl CPG Branding & Packaging Design Agency to up-level their look to match their loud flavor.
The result?! At their first trade show pitching to retailers they won the ECRM Buyer’s Choice Award and were recognized for the creativity of our new re-brand!
This acknowledges that buyers love their bold new look!
The story behind the re-brand - from George Argires Perspective
"We’ve always been rebellious for the good things. As the 2nd generation owner of Argires Snacks our family always loved good flavor. Im also a DJ in my free time because I love good music. And I have had a handlebar mustache my whole adult life because I like to have fun.
Our Argires Snacks popcorn is in many ways a flavor rebellion. Most all natural good for you foods are bland. I focused on revising our snacks so I am confident they are clean and natural on the inside: Kettle-popped, non-GMO corn, and no artificial flavors, dyes or junk. But it’s still what we call “utterly addictive.”
In today’s snacking category – that makes us stand out." - George
Pearl CPG's Process
First we studied their original brand and their existing and ideal customer.
Next we talked about what made them unique in the market. We encouraged them to emphsize their WILD flavor of cheese (the cheesiest on the market) and their NATURAL ingredients and colors. Consumers today want NATURAL trust worthy ingredients from brands but they don’t want to sacrifice flavor!
Why can’t we have indulgent foods that taste addictive but have trust worthy natural ingredients?
This position is unique and what customers today are looking. Big flavor, natural ingredients.
Next we looked at their best sellers to identify sizes and flavors that customers loved. We focused on their “loud” flavors and finding a way to make them memorable. Their best sellers were clearly: 3 flavors: Cheezy, Caramel and Triple Mix (Cheezy, Caramel, Hot).
Our Brand Identity Officer Dave Korinek is a black belt in guiding brands to clear identies that maintain soul. With one bag of the popcorn he caught a vision of playful characters - Poppers - our trademarked characters that build a creative roaring world where anything is possible.
After our initial presentation of 3 options (part of Pearl's proprietary Brand Clarity process) - we included a conservative option (at George's request), and two options to propel the brand into the future.
In George's own words "I was expecting to want a conservative change but the moment I saw the third option - I realized the potential we had and felt united with that concept. I would have NEVER come up with this idea on my own but they captured our brand."
Leaning into structural changes from cello to metalized flexible film (which increases shelf life) - Pearl revised the packaging of their 3 best selling flavors.
Buyers Are Obsessed
At their first tradeshow retail buyers who had met many times over with Argires Snacks (and declined to order) saw the new designs and were excited!
"It's amazing to see how small change could create so much interest." - George
Beyond purchase orders, the Buyers Choice Award is a clear sign that their rebrand was welcomed by existing and future customers.
Is it time to KEEP your soul but find a new look? When is it time for your re-brand?
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Shop Argires Snacks: http://argires-snacks.com
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Unlock your own trusted packaging design agency by hiring Pearl Resourcing: http://pearlresourcing.net