Gourmet Basics, a late comer to the over snack category, was having trouble getting attention. Taking cues from their tagline, "100% Awesome",  Workshop Branding suggested they embrace the attitude and really run with it. A new editorial direction was developed, leaning heavy on very confident copy (with just a hint of self awareness) while utilizing bold colors and big photography.

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The result was popular enough to extend to another popcorn product line, in the hopes that an umbrella brand of "awesomeness" would help billboard the aisle.