Turning Star into a cross-category umbrella brand and insuring a coherent image, while keeping it relevant on the 3 sub-categories product categories - popcorn, flavored snacks and nuts&seeds was the main challenge of the re-branding program. The solution for both brand architecture and package design was to create the “Star universe”, made up of the three ‘planets’ - Fun Planet, Nature Planet and Movie Planet. Planet Joy came soon after, as a proof of the validity and extendibility of the newly developed brand concept.
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