“The snack aisle of the grocery store is extremely crowded and competitive, with hundreds of brands fighting for attention. At the same time, the visual language of the category is homogenous and utilitarian. Tiny But Mighty works because its packaging is provocative; it simultaneously speaks the language of the category while also doing something entirely different.”
—Leif Steiner, Founder, Moxie Sozo
It is no small thing that Tiny But Mighty popcorn exists today. The roots of the heirloom corn from which it is made reach back to prehistoric America. In the mid-1800s, Native Americans shared these seeds with a farming family in Shelsburg, Iowa, and the Kelty family has nurtured the crop ever since.
Most varieties of popcorn are engineered to produce large popped kernels. Tiny But Mighty is different. Its smaller, denser, natural heirloom kernels produce a concentrated and complex flavor. Additionally, its hull is cooked away as the corn pops, eliminating the pieces that often get stuck in peoples’ teeth. It is, by several measures, a superior popcorn: tiny, but mighty.
A popcorn that monumental requires a brand to match. Tiny But Mighty enlisted Boulder-based creative agency Moxie Sozo to help capture the hearts and minds of consumers and pave the way for national distribution.
Moxie Sozo’s Charles Bloom hand illustrated epic landscapes for each unique SKU, from an idyllic Iowa farm to the tranquil beaches of Cape Cod. These monumental scenes bring each flavor to life as a landscape, taking taste appeal to a tired category in an unexpected way. The typeface points to the heritage and history of the brand, evoking the nostalgia consumers associate with a bowl of delicious popcorn.
Agency: Moxie Sozo
Designer: Charles Bloom
Client: Tiny But Mighty
Location: United States
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