Location supplies cinema kiosks across Norway, serving 96 locations nationwide. Their slogan reads, “experts in cinema kiosks” — a claim that's hard to argue with.

When Location approached us, the focus was on packaging for the silver screen’s white gold — popcorn — along with other cinema treats like bacon snacks and pick-and-mix candy. We were also to develop a complementary visual language for posters and signage to ensure a cohesive identity.

Location’s previous packaging was that of the maximalist sort, overshadowing the product itself. With the new design they wanted a complete shift. All Location-branding was to be removed, and the product itself was to be put front and center — with the packaging playing second fiddle. The design had to signal quality — simple yet engaging, sophisticated without feeling dull.

While the days of dressing up for the cinema are long gone, movie-going remains an opportunity to get off the couch and immerse oneself in cinematic magic, free from push-notifications. Competing with streaming services, cinemas increasingly emphasize the experience — velvet seating, gold accents, exclusive premieres, and alcohol service.

This idea of what cinema-going was and continues to be, inspired us. The glamorous golden age of old Hollywood, the roaring 1920s Art Deco style, the dim lighting, the excitement. Refined elegance and a touch of nostalgia, adapted to a modern context to avoid appearing old-fashioned or clichéd.

We selected clear, saturated secondary and tertiary colors — vibrant and lively, each nudged slightly toward The Great Gatsby. Each container features a distinct color for easy menu navigation, while a deep blue background creates contrast, allowing both the golden accent color and the popcorn itself to shine.

For the icons, we distilled each product down to its essence — modern and minimalist, with the Art Deco-inspiration still present. For the popcorn, the iconic red-striped containers proved more recognizable than the popcorn itself.

The typography leans further towards the modern. Swiss Helvetica offers neutrality and readability across all channels, keeping focus on the menus and products themselves.

Location's new visual identity extends from the context of cinema-going to those unrelated, with a PowerPoint template for internal and business-to-business use, for instance.

The new containers have now found their way into cinema kiosks across the country, and become part of the experience for film- and popcorn-hungry cinema-goers. Whether it’s guys’ night out with the latest Fast & Furious, or date night with Ryan Gosling on the big screen.