This Knoxville-born brand is committed to high-quality craft popcorn in a fun customer environment. The Johnson brothers also posed the challenge of creating a high-style and Instagramable space, economically.
Transformation of the vanilla-box tenant space began with lightening the existing features. The walls and fixtures are white to not only enlarge the space but also be a neutral backdrop for all of the Proper Popcorn products. The interior architecture is inspired by the classic concept of a soda-shop with a modern flair.
Every corner of the retail space exudes fun, whether it is the hand-crafted popcorn flavors; wall of candy selections; or the colorful barcode down the side walls. The combination of wall and free-standing shelves, popcorn counter, and self-serve station provide customers with the opportunity to create their perfect treat.
The R2R studio team coordinated with the owner and marketing consultants to finalize the logo and branding. Being involved in this design process created a more-cohesive design, showcasing the Proper Popcorn brand.
Photography by Alyssa Nealon at nvelop AP.
