Sorghum is an ancient grain (like popcorn) that has been eaten in Africa and India for centuries. Not.Corn is disrupting the snack food category by being the first ever popped sorghum product in Europe. Rushina, the founder of Not.Corn wanted a whole new look and feel in order to position herself up against brands such as: Rebel Kitchen, Ugly drinks, Innocent and Propercorn. The brand values that Rushina wanted to come across in the packaging were: fun, cheeky, vibrant and rebellious.