Drew Stocker
Creative Director
Pearlfisher
Giving restriction a healthy new glow-up
Launched in a time when diet culture dominated and less was decidedly more, Skinnypop was beloved for its easy, light ‘betterness’. The design prioritised health messaging, with calorie counts and certifications taking centre stage. And it worked – back then.
But times had changed.
By 2024, restriction felt dated, denial felt anything but desirable.
We shifted the brand into a new era of ‘boundless joy’ – one that would feel brighter and livelier, everywhere from store to socials. Skinny took a step back. Health cues stayed but stopped shouting. The identity popped on shelf and beyond – rightfully reclaiming the crowded popcorn sector.
From restraint to ‘ful’ness – as in, playful, bountiful, tasteful - across a whole world of color and clarity.
No more compromising on personality for the sake of low calorie.
Skinny Pop has entered a new era of better.
