Planters:
Expanding and Modernizing an Iconic Identity
STRATEGIC POSITIONING | VISUAL STRATEGY | BRAND IDENTITY DESIGN
Smith Design has partnered with Planters across a range of projects, from brand refreshes and new product launches to seasonal packaging and premium collectible offerings. Each project has called for a different kind of thinking, whether it’s strategy and naming, seasonal storytelling, or premium packaging design, but all of it has been guided by the same goal: helping Planters to stand out and stay relevant. Over time, that ongoing collaboration has grown into a lasting partnership.
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Trail Mix
The snacking aisle continues to grow more competitive, with brands under pressure to balance familiar equity against fresher, more premium shelf appeal. Smith Design partnered with Planters to refresh its Trail Mix line to meet that moment, keeping Mr. Peanut as a key part of the layout while having him interact with enhanced ingredient imagery. The redesign also aligns the line’s design architecture with Cashews and Duos, creating a more unified presence.
BEFORE
AFTER
Holiday Special Editions & Co-Brand
Seasonal and cultural moments give brands a natural opening to connect with consumers, and Smith Design helped Planters lean into that opportunity with limited-edition packaging like the Fall lineup and America’s 250th anniversary. Each design used color, imagery, and celebratory details to bring a sense of nostalgia and occasion to the shelf, all while staying true to Planters’ distinct identity. These holiday special editions show how thoughtful design can turn a moment in time into a genuine point of connection with consumers.
Smith Design also brought that experience to a co-branded collaboration between Planters and Miller High Life, creating limited-edition packaging that united two iconic brands in a single shelf-ready design.
Planters Duos
When Planters set out to expand its flavored nut category, the brand team tested over 100 combinations of nuts and flavors to land on the perfect pairings. Smith Design stepped in to bring the new line to life. The process began with a Quick Audit Report uncovering trends around duos, trios, and combo products, followed by a Namestorming session to develop alternative names for “Duos” as well as the individual flavor combinations. From there, Smith Design developed creative concepts, sub-brand naming, and flavor naming options, and executed front panel design concepts for the pouch alongside in-studio photography. The concept of “dynamic duos” became the foundation for both strategy and naming, with every design element reinforcing that fusion, including a striking diagonal background that splits the package and invites consumers to sample both flavors together for the ultimate indulgence.
Planters Special Reserve
Planters perfected a large-size, unique peanut variety and introduced its first harvest to the world as a Special Edition collectible for peanut aficionados and fans. Smith Design was tasked with naming the product, designing the canister, and developing the limited-series numbered boxes for launch. The name Crop 23 was chosen to reflect the harvest year and the peanuts’ origins from select farms, while the canister’s graphic interpretation, featuring the hand and hat of the iconic Mr. Peanut embellishing a perfect giant-sized peanut, reinforces the offering’s uniqueness and limited nature. The canister arrives in a presentational carton complete with special messages and lot numbers inside, creating a one-of-a-kind experience.
A Partnership of Invention and Expansion
Across every project, Planters has stayed culturally relevant, competitive on shelf, and consistently connected to what makes the brand iconic, with Smith Design serving as a trusted, long-term partner in its continued growth.
