Pipcorn Heirloom: A Family Affair!


Pipcorn was born in 2012, Brooklyn, NY with the help of a sister and brother duo, Jeff and Jen Martin, and Jeff's wife Teresa Tsou. The secret ingredient to their success? Their collective love of heirloom corn, the kernel that blossomed into a successful BFY snacking company, securing Whole Foods as their first retail client. Today the broad range of irresistible great tasting BFY Salty Snacks, include Cheese Balls, Crunchies, and Dippers, in addition to their original Mini Popcorn .



Pipcorn partnered with HBX to refresh their visual identity and brand architecture. Leveraging their key point of difference of heirloom ingredients, HBX set out to dial-up appetite appeal while also strengthening their better-for-you communication hierarchy to appeal to all consumers looking for permissible indulgences.







Keeping key equities intact, HBX sought to elevate the brand identity. A bullseye logo celebrates the Heirloom difference and deep rich color blocks to make ingredients and key communications pop at shelf. A whimsical illustration to frame the top of the kraft bag and a personalized story featured on the back-panel will educate, excite and connect with their target audience.


Pipsnacks unveiled their brand identity and new spicy flavor during The Natural Products Expo at the Anaheim Convention Center earlier this March 2022.

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