KORNY GUYS KETTLE KORN BRAND IDENTITY
Korny Guys Kettle Korn makes gourmet popcorn the old fashioned way—hand popped in small batches. They have had a booth at the Downtown Salt Lake Farmers Market for two decades, and sell at other popular local markets and boutiques across Utah. A true artisan, owner Craig Barton has popped thousands of batches of popcorn over the years, and has perfected his sweet and salty kettle corn recipe. It is simple and real with the perfect tasty crunch.
“Working on updating our logos, graphics, signs, and apparel with Dave was considerably beneficial for our company. His insight, thoughtful questions, and detailed explanations helped our rebrand process move quickly. He responded to our needs and wants with multiple great options and upgrades to our existing brand.”
CLIENT: Korny Guys Kettle Korn
SCOPE OF WORK
Creative Direction
Logo Design
Typography
Graphic Elements
Branded Assets
Brand Mark
Leaning into the retro goofiness of the Korny Guys name, we created a mascot that is friendly, trustworthy, and a little old fashioned. Since owner Craig Barton is the face of the business and hand pops nearly every batch, the stylized illustration bears his likeness. We also created a secondary anthropomorphic popcorn tub that hearkens back to vintage concession ads.
typography
The original Korny Guys wordmark used an off-the-shelf typeface. It had been in use for several years and had some brand equity. But it also had some technical concerns such as inconsistent letter spacing and large wedge serifs that made it hard to read.
We wanted to preserve its character while doing some much needed cleanup and customization, including reducing the size of the serifs, softening the edges, evening out the letter spacing, creating a TT ligature, and establishing a more consistent baseline and capline. We then introduced a secondary typeface that still had some fun vintage character, but was more readable in smaller sizes and when wrapped around a shape.
branded assets
We created several additional assets including illustrations, packaging, signage, employee uniforms and branded merch that will keep visibility high and keep customers’ mouths watering on the perfect summer day at the farmer’s market.
