I like the little characters. They’re quirky and cute. And I can even appreciate the logotype in all its (appropriate) roughness. But other aspects of this start to irk me.
“Kettlecorn” is typeset in some ugly Lucida Typewriter lookalike. And if you look closely, they’ve repeated the S in “Sam’s” which negates some of its handmade charm. Also, I think this might be better if the popcorn character was to scale with the kettle character: extra wee = extra cute, no?