Dr. Pops is a well-known popcorn producer from Osijek with a long tradition and strong local recognition. The project focused on developing a retail brand and packaging system for a new range of flavoured popcorn products aimed at a younger generation of consumers.

Flavoured popcorn was still a relatively unfamiliar category in the local market, creating the need for a brand that could quickly communicate flavour, fun, and product quality. The challenge was to build on the producer's existing reputation while developing a more contemporary identity capable of attracting new consumers and standing out on crowded retail shelves.

The project began with the development of the product name. Shokice is a playful reinterpretation of the Croatian word for popcorn, creating an immediate association with the product while introducing a subtle reference to the English word “shock”. The name reflects the unexpected flavours and bold taste combinations that define the product range, while remaining memorable and easy to recognize.
Building on this concept, a vibrant packaging system was developed to communicate energy, flavour, and fun. Strong colour combinations, dynamic graphic elements, and prominent product photography create high shelf visibility while clearly differentiating flavours within the range. The result is a distinctive retail identity that helps introduce flavoured popcorn to a wider audience and establishes a recognizable foundation for future product extensions.

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