break up with kibble

The pet food industry is a diverse and crowded space, with competitors ranging from global legacy brands to disruptive start ups and bold challengers. American Pet Nutrition understood that Cold-Pressed pet food was in a unique position to disrupt the US market and bring a genuinely new and enticing narrative to the table. As the currently nonexistent middle ground between conventional kibble and expensive fresh, frozen, or raw food, Cold-Pressed food offers American consumers the opportunity to do better for their dogs without breaking the bank.

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Maple Grove Farms

sweet mornings

For over 100 years, Maple Grove Farms of Vermont has been crafting real, pure maple syrup. While the established packaging look and feel had worked for a long time, the brand saw the opportunity to update their brand mark and refresh their entire line of products, starting with syrups.

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Sesame Street

sunny days!

Sesame Workshop was looking to refresh and modernize its global consumer product packaging design system, and it was imperative for it to have global consistency with a level of flexibility across many applications and modules. It also needed to consider balancing the marketing objectives of both the properties and the licensed partners.

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get cookin'

Buitoni is launching a brand refresh initiated by packaging to evolve and modernize the brand, while still making it attainable. The intent of the new positioning is to make Buitoni an inspiring American-Italian brand without losing the Italian roots. Now that there is alignment on a new brand identity, there is flexibility in the US market to build out the remainder of the look-and-feel to best fit objectives and resonate with the Buitoni target audience. We are taking this opportunity to update the Buitoni website to capture the brand spirit both visually and in providing the consumer a more inspiring and informative experience with the brand.

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Thomas Farms

raised with respect.

Thomas Farms is run by Australian grassroot ranchers who take great pride in the animals and pastures. The brand was looking to strengthen and grow its US retail offerings. They engaged us to convey the brand’s point of difference and create a design system that would allow for future specialty lines of meat like Wagu and Venison. 

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sauce it up.

Better known for value products, Lloyd’s Barbecue Company wanted to rebuild its portfolio to better align with consumer needs. With BBQ trending, research suggested that an opportunity lay in both occasion and price/quality segmentation.

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To sit with current ZeroWater pitcher and filter packaging, ZeroWater had the opportunity to launch a new product line with improved aesthetics, functionality and unique product features. Smith Design developed package graphics, collateral materials, how-to videos and online visuals - without denigrating the existing package design.

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bright clean!

Redesign Purex Laundry Detergent using the new brand positioning. Design must be able to capture/communicate the new positioning & identity of Purex laundry detergent and be supported by the 4-in-1 benefits construct. The packaging must be able to capture a consumer’s attention at-shelf in the first moment of truth and drive consideration amongst of sea of colorful, competitive detergent brands. 

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Born Free

free range

We partnered with Eggland’s Best to redesign the website for Born Free, a brand that offers free range and pasture raised eggs that respect the hens and the environment. The site needed to reflect the new brand positioning “True Freedom,” appeal to a new audience and function as an enticing lifestyle destination.

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Magic Bullet

create. then recreate.

Magic Bullet repositioned and rebranded to separate from its sister NutriBullet – to become the go-to brand for small format products with satisfying price points that offer quick cooking solutions. The brand needed a package design to match this new proposition.

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Square Table

comfort, squared

Entrees and side dishes are among the fastest growing refrigerated food categories, as consumers of all generations look to make home cooking more convenient. While the brand has a positive association among those who crave the flavors of traditional dinners that evoke a nostalgic sense of comfort, it lacked appetite appeal, lack of recognition and frequency of consumption.

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a fresh blend.

bLüm is a refreshing blend of premium citrus, purified water and botanical extracts. To make a compelling entrance in the beverage space, the brand was looking for a fresh, uplifting and unmissable look.

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bakers dozen.

The Hershey Company wanted to create compelling graphics for a merchandising campaign for Winter 2019 and simultaneously develop new packaging for their baking chips line. The brand needed to be clear from any angle on the shelf.

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Green Giant®

gone green.

When B&G acquired the Green Giant brand in 2016, Smith was engaged to create a first-to-market innovation product line of healthy frozen veggie alternatives. We knew that we would have to be nimble to deliver high-quality designs and promotional materials on an accelerated schedule.

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Simit + Smith

fresh idea.

Simit + Smith, known for the bagel-shaped simit from Turkey, asked us to implement their vision to bring exceptional and unusual baked goods to North America.

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gave it our all.

To get the most from the new “care” positioning for the ALL Laundry portfolio, we needed a design approach that would unify a multitude of products with clear differentiation within the expanding lineup.

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Robitussin Naturals

heal naturally.

Robitussin Naturals marked a pivotal expansion of the Robitussin brand into the naturals space, solidifying “cough authority” ownership and appealing to a new ’natural-leaning’ consumer.

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Royal Hollandia

going dutch

Royal Hollandia, makers of premium Dutch Cheese for over 120 years, were looking to make an entrance into the U.S. market with an elevated brand experience that would impress across all omnichannel touchpoints.

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