• September 26, 2022

Eatable: A Packaging Update that Pops

Eatable: A Packaging Update that Pops

Eatable: A Packaging Update that Pops 700 500 Michelle Breyer

When Charlene and Vince Li launched Eatable, the innovative entrepreneurs worked hard to grow the first wine and spirits-infused premium gourmet popcorn on the market. They bootstrapped their business as they expanded sales online and in boutique retailers.

Consumers had an appetite for their popcorn and sales grew quickly. For their retail expansion, the founders needed a marketing and packaging update to help Eatable pop on store shelves as well as to make it compliant with regulations.

To help them with their project, they enlisted the help Pivot & Pilot, a full-service branding and design firm that has created iconic brands and packaging for over 80 food, beverage and beauty brands.

Blending old and New

Eatable’s packaging before and after rebrand

When developing their branding and packaging, the goal was to elevate Eatable’s look while maintaining brand recognition. They also wanted to position the brand as a small-batch luxurious ingredients, positioning them as a premium product and the perfect party favor or gift.

Amplifying the Message

To accomplish this, The team at Pivot & Pilot did this keeping certain elements that harkened back to their original packaging, such as the bottle motif and jet-black bags.

From there, Pivot & Pilot built an eCommerce site that works as a marketing hub. It is ready for influencer discount codes, bulk orders, seasonal marketing promotions and recipe inspo. Because Eatable popcorn is an ideal affordable indulgence for date nights, gifts and party favors, the images throughout the website showcase the product in these settings. They also included gift sets, fun recipes, playlists, and making, store locators and other resources to engage customers and drive sales.

To finish off the Eatable relaunch, the agency created a brand-awareness video ad campaign around their three primary flavors: “Pop the Salt & Tequila”, “Pop the Champagne” and “Whiskey on the Pops”. They also captured product photography for their website presenting the popcorn in a mouth-watering way and highlighting the alcohol and flavor pairings inside each bag.

In addition to its growing DTC sales, Eatable now is in over is in over 400 stores in North America.

Learn more about this project on their Website: Interested in starting a project? Contact P&P here. Check out the video below on Pivot & Pilot’s YouTube channel “CPG Unwrapped” about this project and subscribe for more CPG insights and advice.