Roger’s family history in corn and his determination to make his popcorn 100% traceable made his product a fun snack with a serious story. We wanted to make the brand all about that tension.

We recommended ‘Serious’ as a unique and impactful name that would at once give people a smile and lead them into the brand’s story.

And we created the ‘Sustainable Snacking Mission’ - the articulation of the brand’s purpose, which lives on the back of every pack and continues to guide the company’s development.

Serious has gone on to become a snacking staple of grocery stores in New Zealand and Australia.