Green Giant Rebrand:
Nature's Finest
STRATEGIC POSITIONING | PACKAGE DESIGN | WEBSITE DESIGN | SOCIAL MEDIA MARKETING | MOTION GRAPHICS PHOTOGRAPHY | OMNICHANNEL
Ever since B&G Foods acquired Green Giant, Smith Design has partnered with the brand to introduce new and innovative products to the freezer door. To support these ongoing innovation launches, Smith Design worked with Green Giant on strategic positionig, package design, omnichannel activation, website design and development, recipe creation, photography, motion, video, and social media strategy content creation.
Green Giant Packaging Refresh
After successfully launching Green Giant’s Restaurant Style innovations, Smith adapted the strong graphic architecture to the complete frozen product package design line. The rich, earthy green, and diagonal graphic architecture rooted the brand’s core equity of green, as opposed to white, which aligns with the brand’s heritage while evolving its brand position for today’s consumer. We modernized this beloved legacy brand by updating the package design to bring new energy and relevance while focusing on the iconic mascot that connects past and present.
Food Styling & Recipe Development
Our recipe writing, food styling, and photography are vibrant, fresh, inspirational, and flavorful. Created and designed to appeal to all ages and stages of cooking experience, the imagery captures mealtime moments that feel warm, inviting, and deliciously simple.
Experiential
Green Giant engages shoppers through various channels to influence their purchase decisions in this new brand positioning. This includes digital signage, shelf talkers, end-of-aisle displays, and retail media networks. As a brand design agency, Smith Design aims to create a memorable and persuasive shopping experience that leads to higher sales and brand loyalty. In-store, bold graphics and appetite-driven photography work together to attract new audiences while also presenting current consumers with new ideas on how to incorporate the Giant into mealtime.
Website
A fresh and on-brand CPG website redesign should focus on clear, engaging communication of product benefits, strong visual storytelling, and user-friendly navigation, all while reflecting the brand’s unique personality. Smith Design conducted an upfront immersion into the user experience (UX) and analytics for top-performing pages and recipes to inform the ideal site navigation for the new website design. We developed an online presence for the user interface (UI) that mixes bold graphic elements and vibrant food photography for a modern, cohesive experience that feels fresh, engaging, and unmistakably on-brand.
Social Media
Smith Design developed a social media content strategy for Green Giant based on current Gen X consumers as well as their growing Millennial audience. The result was a visual and verbal social media marketing strategy that leaned into relevant trends, made the Giant a key feature for many of the posts, and content that felt timely, authentic, and fun.