Tag: branding

The Future of Functional Beverages: Blending Flavor, Function, and Education

Posted on by

The functional beverage market is entering its next phase of growth, one defined not only by efficacy but also by experience. As consumers increasingly look to drinks for energy, calm, focus, hydration, and gut health, these products are becoming integrated into daily rituals rather than treated as occasional supplements. Functional beverages are now staples for consumers seeking holistic wellness solutions. However, as the category becomes increasingly crowded, differentiation is no longer driven solely by ingredients. According to NielsenIQ and Euromonitor, the number of functional beverage launches has surged across various channels, resulting in a proliferation of similar claims and formats. In this environment, branding, packaging, and marketing clarity have become the primary drivers of trust, trial, and repeat purchase.

Branding: From Functional Claims to Confident Guidance

Consumers today are highly informed—but also increasingly skeptical. FMCG Gurus reports that shoppers want functional benefits, but they do not want to “decode” labels to understand them. This places new pressure on brands to act as guides, not just product providers. Mintel highlights that transparent, educational messaging is now table stakes, particularly for ingredients like adaptogens, nootropics, probiotics, mushrooms, and cannabinoids. Successful brands are simplifying complex science into clear, benefit-led language, using terms like “calm,” “focus,” “restore,” and “unwind,” while offering deeper education through secondary panels, QR codes, and digital extensions. WGSN further notes a shift toward reassuring familiarity: pairing emerging ingredients with well-known nutrients (such as magnesium, B vitamins, or electrolytes) helps lower the barrier to trial.

From a brand strategy standpoint, this means:

  • Clear brand architecture that ladders products to moments or outcomes
  • A confident, authoritative tone that educates without overwhelming. Replace ambiguity with confidence and truth.
  • Consistent language across packaging, paid media, and owned channels

Packaging: Designing for Shelf Clarity and Sensory Appeal

While functionality drives consideration, flavor ultimately drives purchase. Mintel identifies taste as the top attribute consumers associate with functional beverages, ranking above health benefits. Beverage Marketing Corporation reinforces this insight, noting that repeat purchase is overwhelmingly tied to flavor satisfaction. Packaging must strike a careful balance by clearly and quickly communicating function, while simultaneously evoking flavor, enjoyment, and sensory reward—positioning the product within the realm of “permissible wellness,” where it feels indulgent yet justified. This has led to packaging systems that borrow cues from premium food, beauty, and even spirits categories. 

Design trends include:

  • Rich, flavor-forward color palettes paired with clean benefit callouts
  • Elevated typography and restrained layouts that signal credibility
  • Ingredient photography or illustration that suggests natural origins and taste

We see a growing role for high-quality, in-house photography in enhancing flavor appeal and trust, especially in categories where taste can feel abstract. Products that look delicious feel less medicinal and more lifestyle-oriented. For brands targeting the sober-curious or alcohol-alternative consumer, WGSN highlights a shift toward cocktail-inspired aesthetics featuring glass cues, botanical illustrations, and ritual-driven design, positioning functional drinks as social, rather than solitary.

Marketing: Occasion-Based, Ritual-Driven, and Social by Design

Functional beverages are no longer confined to “me time.” Mintel & Nielsen both report that nearly 60% of consumers want to see functional drinks offered in bars and restaurants, signaling a major expansion in usage occasions. By 2027–28, the report predicts these beverages will become commonplace at concerts, fitness studios, sporting events, and sober-curious social spaces. This shift has significant implications for marketing strategy, as brands seeing the strongest growth are those that anchor products to moments, not just benefits. People are looking for products that focus on morning productivity and rituals, midday stress relief or hydration resets, and even winding down or alcohol replacement occasions. Marketing that highlights when and how to drink, rather than just why, helps consumers integrate functional beverages into their daily lives. Social content, sampling programs, and experiential activations are increasingly centered on shared moments, positioning these drinks as connectors rather than utilities.

For functional beverage brands, success begins by leading with flavor and reinforcing it with function. Taste is what captures attention at shelf, while clear, educational messaging is what builds trust and confidence over time. Consumers want products that deliver on health benefits, but they are far more likely to engage when those benefits are framed through an enjoyable, craveable experience. Clear benefit communication, evocative visuals, and credible design cues must work together to quickly convey value, differentiate from competitors, and signal quality in a crowded set. At the same time, brands must simplify the science, making complex ingredients and formulations easy to understand without undermining authority or credibility.

The functional beverage category is rich with opportunity, but it is also increasingly unforgiving. The brands that will win are those that treat brand strategy and packaging not as decoration, but as strategic tools that translate function into desire. When flavor, function, and education work in harmony, functional beverages transcend claims and become part of culture.

References

Mintel, Functional Drinks – US – 2024

NielsenIQ, Beverage Category Insights

Euromonitor International, Health & Wellness Drinks

WGSN, Food & Drink Trend Forecasts

FMCG Gurus, Consumer Attitudes to Functional Nutrition

Beverage Marketing Corporation, Functional & Better-for-You Beverages

Turning Up the Heat: How “Spice Culture” Is Redefining Flavor and Brand Collabs in 2026

Posted on by

Spice isn’t just a flavor; it’s a cultural force. Over the last decade, heat has evolved from a fringe fascination to a defining characteristic of modern food culture. As consumers chase bolder, more layered flavor experiences, brands find new and unexpected ways to bottle that energy. 

From Cult Favorite to Collaboration Powerhouse

Few brands embody this evolution like Frank’s RedHot. What began as a pantry staple has transformed into an icon of crave culture and a symbol of familiarity, fandom and flavor. 

In recent years, Frank’s has proven that strategic collaborations can amplify equity on both sides. The BLACK LABEL® Bacon with Frank’s RedHot, Farm Rich Frank’s RedHot Stuffed Buffalo Crunchers, SpaghettiOs Frank’s RedHot, and Goldfish Frank’s RedHot partnerships each leveraged the brand’s cult following to infuse new energy and buzz into beloved household names.

Smith Design helped bring two of these partnerships to life: BLACK LABEL® Bacon with Frank’s RedHot and Farm Rich Frank’s RedHot Stuffed Buffalo Crunchers. The packaging captures the playful spirit and bold attitude consumers expect from both brands. Each collaboration merges everyday comfort with heat-driven excitement, creating products that feel familiar yet turned up a notch. Consumers are buying into a shared cultural moment built around boldness, fun, and nostalgia.

The Rise of Regional Heats

While established brands ride the wave of co-branded spice, a new generation of products is shaping the next era of “smart heat.” Emerging names like Tari Hot Sauce, inspired by Peruvian culinary traditions, showcase the vibrancy of regional peppers such as aji amarillo — bringing nuanced, citrusy brightness rather than pure fire.

Similarly, Hoboken Farms’ Calabrian Chili Marinara brings buttery, sweet heat to a comfort classic.  Spice is no longer reserved for snacks or condiments but has become a staple in sauces, spreads, and meals.

These products speak to a broader trend: heat as a marker of sophistication. Today’s consumer wants flavor that feels crafted, not chaotic. Products with depth, balance, and a sense of story behind every bite will win with consumers in 2026. 

Sweet Heat

The “sweet heat” movement continues to sizzle as consumers crave more dynamic flavor experiences and brands find creative ways to deliver balance and bite in one irresistible pour. What began with the hot honey craze has evolved into a full-fledged flavor category, expanding into syrups, sauces, and snacks that combine indulgent sweetness with a kick of spice.

One of the newest standouts in this space is Maple Grove Farms’ Hot Maple Syrup, a just-released product that turns classic comfort into a bold flavor adventure.

Working with Maple Grove Farms, Smith Design developed packaging that reflects this balance, blending the warmth of maple tradition with a modern, fiery twist. The design brings the product’s duality to life, pairing heritage and edge in a way that mirrors its rich sweetness and subtle chili kick.

This launch embodies a defining flavor trend for 2026: sweet heat as a bridge between indulgence and intensity. It’s not about overpowering spice, but about contrast, how warmth and sweetness can coexist in ways that feel elevated, sensory, and new.

The Design Opportunity in “Heat”

For brands and designers alike, heat is more than a sensory trend, it’s a visual and emotional language. Red, orange, and smoky hues evoke intensity and warmth, while typography and texture can telegraph authenticity and craft. Successful “spice branding” balances attitude with accessibility: leaning into energy without alienating mainstream audiences.

As the category grows, co-branding and limited editions have become key storytelling tools. When done well, these collaborations extend the shelf life of excitement and tap into audiences eager for something familiar but turned up a notch.

What’s Next for Heat in 2026

Looking ahead, the conversation around heat will continue to evolve. Expect more emphasis on regional authenticity, sweet-heat pairings, and cross-category experimentation — from spicy honeys and chili oils to heat-infused snacks, condiments, and even beverages.

The brands winning in this space understand that heat isn’t just about Scoville units — it’s about emotion, culture, and experience. In 2026, spice is less about pain and more about personality.

It’s Popular. It’s Polarizing. It’s Pumpkin.

Posted on by

’Tis the season of the Great Pumpkin, and with it comes the onslaught of Pumpkin Spice everything. Although the media, social and otherwise, love to poke fun at the plethora of products out there – consumers look forward to it and embrace it wholeheartedly.

Spice maker McCormick recently conducted a survey about seasonal spice mixes used at home – their Pumpkin Pie Spice Mix came in as the “top seasonal flavor consumers look forward to the most throughout the year.” According to the McCormick Proprietary Consumer Survey for 2025, 72% of respondents use pumpkin pie spice at least once a week.

Melt In Your Mouth Pumpkin!

Packaged goods companies fill our shelves with an ever-growing array of pumpkin-spiced products to make it convenient for all to get in on the fall flavor fun. Smith Design has partnered with several clients to bring their brands into this flavor trend. We very recently worked with Hershey on Pumpkin Spice Latte Nuggets, embracing the warmth of fall with a rich, spice-toned color palette, custom illustrations, and in-house photography. The result is a cozy, craveable package that signals fall at first glance and stands out in the seasonal candy aisle.​

Pumpkin Goes Nuts!

We also created seasonal packaging for Planters, and this year, you can enjoy both the design and the satisfying crunch of Pumpkin Spice Almonds. If the season really grabs you, also look for Planters Apple Cider Donut Cashews to fully fall into fall flavors. Smith Design has established a successful seasonal look for Planters offerings with bold graphics, illustration, and in-house photography to tempt your snack buds. There are holiday mixes as well to warm your winter, like Festive Fancifuls, but let’s not rush things!

Planter's Pumpkin Spice Almonds and Planter's Apple Cider Donut. Seasonal packaging design.

From the Great Pumpkin comes the Greek Pumpkin

The yogurt aisle is always representing with the latest flavor trends and the most up-to-date seasonal tastes. Our work with Hain Celestial Group includes the launch of several limited-edition yogurt SKUs for The Greek Gods, including Pumpkin Spice. The packs have fun, illustrative flavor cues and photography to enhance the special seasonal attraction of this SKU to their main line of delicious yogurts.

The Greek Gods Greek Yogurt Pumpkin Spice. Seasonal fall packaging design.

Listen, whatever you may feel about Pumpkin season, don’t let it pass untasted. Frankly, we are here for it. If your brand is looking for tasty and trendy design launches, Smith Design is ready with a skilled team known for strategic thought leadership, stunning graphics, impactful illustrations, and delicious photography that sells. Put down that Pumpkin Margarita and give us a call!

References

https://www.thepioneerwoman.com/just-for-fun/a65898827/pumpkin-spice-popularity-survey-2025

Evolving Without Alienating: What 2024–2025 Rebrands Are Teaching Heritage Brands

Posted on by

Over the past year, we have seen a wave of brand redesigns, some honoring equities while others completely abandoning them. As a design agency that partners with category-leading heritage brands, our take is simple: treat equities as irreplaceable assets, not creative constraints. 

Respecting Memory While Refreshing Meaning

  • Pepsi’s identity refresh channeled 1990s visual memory, returning to a bolder wordmark locked inside the globe, with a darker palette and black accents to elevate Zero Sugar. It’s a case study in nostalgia with intent – contemporary, but instantly “Pepsi.” 
  • Jell-O leaned into a retro-playful packaging system and jiggle-forward visuals, trading clinical cues for joyful appetite appeal. Jell-O is an excellent example of a heritage brand made current by amplifying, not erasing.
  • Dial evolved its identity by honoring core brand equities while expanding beyond cleanliness to build emotional and sensory connections. In collaboration with Smith Design, the brand introduced modernized illustrations, streamlined packaging, and distinct subline expressions that transform its heritage into a foundation for fresh, relevant storytelling.

Why these landed: each began with an audit of non-negotiable equities (shapes, colors, wordmarks, pack architecture) and then used those as springboards. Heritage was a tool to increase recognition and warmth, not the strategy itself.

Breaking the Bond with Loyalists

  • Cracker Barrel attempted a modernized logo and store refresh that muted hallmark cues (the “old country store” feel). Customer backlash resulted in a swift halt of the rollout and reinstating the original logo, a lesson in how deeply an experience and brand mark are intertwined for legacy brands. 
  • Jaguar in a bold push toward electrification, rolled out a campaign centered on the tagline “Copy Nothing”, featuring a new minimalist logotype and sleek visuals. Fans and critics accused Jaguar of abandoning its storied heritage, claiming the company “killed a British icon.”

What went wrong: backlash isn’t just about logos; it’s about signals towards a bigger change that will affect the core of what consumers know and love about a brand.  When the new expression seems to disinvite your base, consumers start to recognize what may be changing at a deeper level, leaving the new visual strategy to take the brunt of the negativity for the bigger organizational change. 

Our Philosophy for Heritage Leaders

We design with two truths in mind:

  1. Equities are capital. You don’t delete assets that took decades to accrue; you reinvest in them.
  2. Growth requires stretch. New, younger audiences need fresher codes to see themselves in the brand. The backlash received by some brands should not deter heritage brands from making necessary updates; mindful reimagination will make sure you are evolving to meet those new consumer needs.

 The job is to hold the line on what must endure and evolve what can invite.

How We Do It (and what you can expect)

  • Equity Map & Hierarchy. We inventory distinctive assets (color, iconography, pack silhouettes, taglines). Then we tier them: Keep / Evolve / Explore.
  • We purposely use dual-audience testing. We test current users and next-gen prospects separately first and then together, so we can see where preferences diverge rather than averaging them into something not rooted in strong support. 
  • Scenario design, not one-offs. We prototype territories:
    • Conserve: tight evolution, maximum continuity.
    • Bridge: bolder motion with protected core equities.
    • Breakthrough: novelty option pressure-tested for stretch.
  • Decision by “Equity + Effect.” We combine recognition/fit metrics with persuasion and “would try/buy” lift. The winning route protects recognition and grows relevance.

When current vs. new consumers don’t agree…this is the hard part, and it happens. How do we continue forward without abandonment?

  • Find the overlap first. Identify assets both groups rate as “makes it feel like the brand.” Those become untouchables.
  • Localize the novelty. Concentrate change where your base is least sensitive and keep primary marks, core colors, and hero pack elements consistent.
  • Stagger the leap. If the breakthrough route wins with prospects but alarms loyalists, roadmap it: launch the Bridge system now, pre-wire the “why,” and schedule feature releases toward the bolder behaviors once familiarity builds.
  • Narrate the change. Use brand storytelling to frame evolution as a return to purpose, not a departure. Communicate how the launch narrative connects the past to the future in human terms.

Great redesigns don’t choose between heritage and modernity; they translate heritage into modernity. When you honor what people already love, you earn the right to show them what they’ll love next.

References

Pepsi Logo: https://www.printmag.com/branding-identity-design/the-new-pepsi-logo-proves-the-mass-appeal-of-nostalgic-rebrands/

Jello Logo: https://logos-world.net/bright-rebranding-of-the-jell-o-logo/

Breakfast Is the New Frontier for CPG Innovation

Posted on by

Morning food is getting a major makeover.

Breakfast has emerged as one of the most dynamic innovation zones in the CPG landscape.
Shifts in consumer habits, heightened focus on wellness, and a craving for convenience have turned the morning meal into a canvas for experimentation and an opportunity for growth for CPG companies.

A Category Reawakened

With more people working from home or adopting flexible schedules post-pandemic, breakfast has moved from a rushed necessity to a daily ritual consumers are eager to personalize, enhance, and optimize.

Add to this the rise of functional foods, growing demand for clean-label ingredients, and a desire for flavor exploration, and it becomes clear: the traditional cereal aisle is no longer enough.

Trends Driving the Breakfast Boom

Consumers want more from their first meal, giving rise to notable trends across the category. A few trends exhibiting tenacity right now include:

1. Functional Nutrition

Consumers want breakfast with benefits: energy, focus, satiety, and gut support. Brands like Taika (adaptogenic lattes) and MUSH (probiotic-rich oats) lead the charge by embedding function into formats people already know and love.

2. Protein Priorities

Breakfast has become the protein anchor of the day. Brands like Farm Rich are turning familiar formats into high-performance food without sacrificing taste. Smith Design recently worked with both brands to capture innovations in breakfast. Farm Rich’s High Protein Cinnamon French Toast Sticks, Loaded Hash Brown Bites, Bacon Breakfast Roll Ups, and Sausage Stuffed Biscuits offer the delight and familiarity of indulgent breakfast foods in a portable format that packs a protein punch. Smith created the logo for Farm Rich, redesigned the packaging, and shot the food photography.

3. Plant-Based

With demand for plant-forward meals increasing, breakfast is an ideal entry point. PB2’s Apple Cinnamon Muffin Mix combines the benefits of added protein that’s all plant-based. Smith Design worked with PB2 on the label design and food photography for this innovative morning mix.

4. Snackification of the Morning Meal

Today’s breakfast might be eaten in the car, at a desk, or mid-Zoom. This shift has opened doors for portable, resealable, microwaveable formats. Smith Design leveled up the package design and photography for Eggland’s Best Sous Vide Egg Bites, which go from frozen to fabulous in minutes and are easy to bring on the go.

The Breakfast Opportunity

For CPG brands, breakfast offers a unique intersection of habit, health, and hedonism. It’s a chance to build brand loyalty in a new category through daily rituals, capture self-space in multiple grocery aisles, and drive category disruption without the need to educate consumers from scratch about their brand.

The Visual Legacy of the Tour de France

Posted on by

With Smith Design-ed Products

First held in 1903, the Tour has become one of the most prestigious events in sports, captivating fans with its dramatic mountain climbs, high-speed sprints, and iconic landscapes. It’s a grueling, multi-week stage race that blends athleticism with tradition.

But beyond the peloton lies a fascinating visual language: the jerseys themselves. From the famed maillot jaune to the green, polka dot, and white jerseys, each color tells a story—honoring the race’s history, celebrating standout performances, and adding a layer of symbolism to every pedal stroke. Whether you’re new to the Tour or a longtime fan, understanding the origins of these jerseys offers a richer appreciation for the spectacle and strategy of the race.

Yellow Jersey (Maillot Jaune) – Overall Leader

  • Introduced: 1919
  • Significance: Worn by the rider with the lowest overall time (General Classification).
  • Why Yellow?: It matched the yellow newsprint of L’Auto, the race’s original organizing newspaper.
  • Fun Fact: Eugène Christophe was the first to wear it. At the time, it was controversial because riders felt it made them too easy to target.

Green Jersey (Maillot Vert) – Points Leader

  • Introduced: 1953 (50th anniversary of the Tour)
  • Significance: Awarded to the best sprinter based on points from stage finishes and intermediate sprints.
  • Why Green?: It was originally sponsored by a lawn mower company, hence the green color.
  • Fun Fact: Points are weighted toward flat stages to favor sprinters.

Polka Dot Jersey (Maillot à Pois Rouges) – King of the Mountains

  • Introduced: 1975
  • Significance: Given to the best climber, based on points earned on categorized climbs.
  • Why Polka Dots?: A chocolate sponsor (Chocolat Poulain) used red polka dots in its branding.
  • Fun Fact: Climbs are categorized by difficulty, with more points available on the hardest ones.

White Jersey (Maillot Blanc) – Best Young Rider

  • Introduced: 1975 (discontinued in 1989, revived in 2000)
  • Significance: Awarded to the best rider under 25 in the General Classification.
  • Why White?: It represents youth and potential—a clean slate.
  • Fun Fact: Many eventual Tour winners started out by winning the white jersey early in their careers.

And while history, tradition, and pure athletic prowess are the center points of this epic endurance event, let’s not forget the calories. It takes a fair amount of them to fuel such continued exertion. As an amateur competitive cyclist, I can tell you that certain foods are more suited to sustaining the energy needed to climb the Alps. Even better, I discovered I can support caloric intake for an endurance ride, pulling only from Smith Design client projects.

Here’s how I would set my menu:

Night before:

While the science of “carb-loading” has shifted, a pasta meal is still a great idea, as long as it’s a healthy balance of macronutrients. I’d choose Buitoni Chicken Parmesan Ravioli.

Breakfast:

Cream of Wheat will top off your carbs in the morning. I like to stir in some Skippy Creamy Protein Peanut Butter for extra satiation.

On the Bike:

The pros have support cars and domestiques to fetch their snacks, but amateurs? We need to cram our pockets full of goodies. Single-serve packets are easily stashed in cycling jerseys, and small bites are best for snacking on the go. I’d reach for:

Skippy P.B. Bites, Planters Trail Mix, and Entenmann’s Big Chunk cookies.

Electrolytes in your water bottle are an absolute must. Did you know you can make your own by combining a little Maple Grove Farms Maple Syrup and pinch of salt?

After it’s all over, don’t forget to show your bike some love. Towel it off using Bona’s All Purpose Cleaner (Lavender scent, of course) and a microfiber cleaning cloth.

The Tour de France airs from Saturday, July 5th, through Sunday, July 27th, and the Tour de Femmes airs from July 26th to August 3rd.

Summer Fancy Food Show 2025

Posted on by

This year’s SFA Summer Fancy Food Show was stocked with delicious treats, hot new products, and over 2,500 innovative, beautifully designed, eye-catching booths. Four of Smith Design’s own were able to attend: Senior Client & Business Growth Development Manager, Jill Weible, and our three summer interns, Hannah, Jocelyn, and Nicole.  

THE ADVENTURE BEGINS  

We started the day by meeting up at the front of the Javits Center! Jill briefed us on our game plan and, after picking up our own special name badges, we headed to the first floor ready to stuff our tote bags full of samples to bring back to the office! With over five thousand booths to go visit, we made sure to bring our best walking shoes and prepared to fill our brains (and bellies) with a whole lot of food knowledge.  

Booth by booth, we were able to see so many different foods, snacks, drinks, and desserts! Some have been around for decades, centuries even; others were brand new, fresh takes on treats we had never seen before! By talking with the diverse group of exhibitors, we were able to learn about new technologies, flavor combinations, business collaborations, and find out what is, or will be, trending now! 

A SPICY KICK 

There was no shortage of heat at SFA’s Summer Fancy Food Show, and we’re not just referring to the weather. Spice was one of the most popular trends among this year’s exhibitors. After prior Fancy Food Shows helped launch Mike’s Hot Honey into the stratosphere, hot honey was an incredibly popular ingredient in various products, especially marinara sauce.  

Speaking of Spice, our friends at Hoboken Farms launched a spicy, new sauce flavor – Butter & Calabrian Chili Marinara. We spent some time at their truck-themed booth watching their Yo-Yo master perform and sampling the new sauce cooked up by Brad.  

Our taste buds were on fire all day after trying everything from Saharan Hot Pecans at Althea Farms, Rondele Mango Habanero Cheese at Lactalis, the adorably designed Noodletown Sesame Noodles with Chili Crisp at Acecook, and Maazah’s fresh Cilantro Chutney sauce.  

ALTERNATIVES FOR EVERYONE 

If one thing was clear at this year’s show, it’s that the food industry is in the midst of an accommodating age. We tried a huge variety of alternative products, some highlights being The Ultimate Artichoke’s artichoke burgers, Natural Heaven’s heart of palm pasta, Prime Shrimp’s shrimp burger, and Bezi Labeneh’s tangy cream cheese alternative. We even sampled protein sprinkles at Sprinkle Bites, which was one of the most innovative products we tried at the show.   

In addition to offering different ingredients and regionally-inspired flavors, many of the alternative products were also created to accommodate health and dietary preferences. These packages were sprinkled with claims of being high in protein and fiber and low in fats, sugar, and carbs.  

Continuing on with the health theme, another major trend we noticed at Fancy Food was the abundance of products highlighting the inclusion of prebiotics. Visiting “Rotten Candy”, a new brand that ironically produces healthier alternatives to classic gummy candies, felt like stepping into a mad scientist’s laboratory with their neon, nostalgic illustrations. We sampled their unbelievable gummy candies that also happened to be packed with prebiotics and offer 60% less sugar than leading gummy brands.  

EASE & CONVENIENCE 

One of our favorite micro-trends we observed was convenient, on-the-go packaging. We also saw lots of individually packaged snacks with portioned servings. Lotte’s Coolish Frozen Desserts came in squeezable pouches, bringing all the fun of ice cream, without the drippy mess.   

Many brands introduced new products offering a gourmet flavor experience at home. King Arthur Baking Company was serving fresh, hot biscuits straight from the oven with strawberry rhubarb jam and melted butter using their Buttermilk Biscuit Flour Blend. We also enjoyed visiting House of Scones, sampling their delicious scones and seeing Smith Design’s polished branding and package designs on display. These brands and their standout products offered a thoughtful cooking and eating experience, in addition to their delicious taste. 

RAINBOW OR REFINED? 

Rather than sticking to a particular brand color, many brands have been leaning into the rainbow aesthetic. These brands remain anchored by their wordmarks and logos, with different rainbow shades for every flavor. Curious Elixirs, Joe Tea and Pepero were standout booths because of their punchy, multi-colored packaging. 

Monochromatic color schemes could be equally effective for some brands. We loved Melona’s icy blue booth, tricked out with neon signs and colorful stickers, which perfectly complemented their Taiyaki Ice Cream sandwiches. Artikaas leaned into the “cheesy” theme, their tables and barstool cushions adorned with their clever cheese wheel designs. Maazah’s soothing, green-tiled booth felt like an oasis in the chaos of the Javits Center. Their chutneys and lentil dips were tasty paired with a full charcuterie spread. 

Highlights:
– Visiting our clients and seeing their fabulous booths and new product innovations
– Learning the stories behind products – Josephine’s Cookies, history of Twinings
– Westgold VR headset – we could almost taste the grass!
– Ornate tinned fish
– Sprawling charcuterie spreads
– Easting samples 😉

There was so much to see and do at the show. We learned so much and will cherish this experience forever. We were able to see how much work goes in behind the scenes to get the products we use and eat every day to the shelves and left the center inspired and ready to apply our newfound knowledge in our work.  

After a long day at Fancy Food, we made our way back to New Jersey with overflowing totes, satisfied appetites, packed camera rolls, and even a brand-new pizza board. Here’s to another great year at SFA’s Summer Fancy Food Show! 

Brands Are Crafting Connections With Hispanic-Inspired Flavor

Posted on by

Record Growth of the U.S. Hispanic Population will transform both CPG Brand Offerings and Marketing Strategy

According to the U.S. Census Bureau data, the Hispanic population, which is expanding at a faster rate than non-Latino population in the U.S., is expected to grow to 26.9% by 2060. Hispanics’ flavorful and multicultural cuisine preferences continue to have more influence on the American food landscape. The exposure to more Hispanic cuisine in the U.S. opens exciting avenues for CPG brands to showcase authentic cuisine and flavors while reaching a broad consumer base. Let’s explore how brands can leverage culinary heritage and innovation to resonate with Hispanic audiences and beyond. 

Food Traditions Create Meaningful Connections 

Many brands are leaning into authenticity to build stronger relationships with Hispanic consumers. Food often plays a central role in family traditions, cultural celebrations, and everyday moments of comfort. These experiences help create lasting emotional connections, making certain flavors and brands feel deeply familiar and meaningful across generations. This is where culturally rooted branding becomes especially powerful by honoring heritage while resonating with modern consumers.

The Holanda Case Study: Cultural Authenticity with Broad Appeal

One standout example of culturally rooted branding is Holanda, a beloved Mexican ice cream and novelty brand that recently partnered with Walmart for an exclusive U.S. launch aimed at appealing to a broad Hispanic consumer base. Holanda relied solely on packaging, without advertising support, to capture attention in Walmart’s freezer aisle.

Holanda teamed up with Smith Design to create the packaging. Familiar brand elements were thoughtfully adapted for the U.S. market. Smith Design enhanced the Holanda logo with brighter colors and a distinctive outer shape to maximize shelf impact. Spanish was used as the primary language on the packaging, with English in a secondary role, reinforcing the brand’s cultural authenticity and honoring its Mexican heritage.

This approach helped Holanda form a meaningful connection with Hispanic shoppers, including those who may not have grown up with the brand but recognize and value its roots in Mexico. At the same time, the packaging intrigued non-Hispanic consumers looking to explore authentic international flavors.

Holanda’s packaging strategy demonstrates how effective design can convey tradition and cultural relevance while remaining accessible. By emphasizing its origins and maintaining core brand elements, Holanda celebrates cultural pride and authenticity while resonating with a diverse U.S. audience. The brand’s success underscores the power of intentional design and heritage-driven storytelling. Find out where to get Holanda Novelties, click here!

Celebrating Hispanic Flavors in Different Channels

Adding flavors and spices can enhance foods and attract consumers who love more vibrant and tangier Hispanic-influenced flavors. 

In the snacking channel, Hormel Foods has recently launched two new Mexican-inspired additions to its CORN NUTS® brand: Mexican-Style Street Corn and Loaded Taco. Packed with crunchy goodness and popping with flavor, these snacks appeal to consumers seeking bold, crave-able tastes. Smith Design created vibrant packaging that not only catches the eye but amplifies the excitement behind the products. Read more about these products, check out Innovation at its Crunchiest featuring CORN NUTS®.

The beloved Tajin® Brand seasoning has truly taken off as a flavor enhancer and is now trending as a margarita rimmer. Tajin® has also collaborated with several brands, including condiments like Hellmann’s Chili Lime Mayonnaise Dressing and breakfast items such as Pop-Tarts with Tajin seasoning and fruity Chamoy sauce. There seem to be no limits to which channels can offer more spice and Hispanic-influenced flavor!

A Flavorful Future for CPG Brands

The integration of Hispanic cuisine and flavors in the U.S. reflects a cultural journey that will continue to enrich America’s culinary landscape. With products that honor heritage, offer authentic flavors, and appeal to diverse tastes, brands have an exciting opportunity to resonate with a growing Hispanic population and a broader market. For CPG companies, the path forward is clear: embrace the diversity within Hispanic cuisine, create products that celebrate tradition, and invite all consumers to experience the depth of Hispanic flavors. By aligning with consumer interests and honoring cultural significance, brands can build lasting connections and unlock a world of flavor possibilities across a wide variety of channels.

Adultifying Juice

Posted on by

The trend of “adultifying” juice—transforming traditional juice beverages into sophisticated, health-focused, or functional drinks tailored for adult consumers—has been gaining momentum.

This momentum is reflected in recent product innovations across beverage companies, from Coca-Cola to Califia Farms, and is spurred by the younger generations, particularly Gen Z, who are reshaping beverage consumption in the following key ways:

  • Prioritizing health and wellness by choosing functional beverages with added benefits like gut health support (prebiotics, probiotics), immune-boosting ingredients, and adaptogens.
  • Favoring clean-label drinks with natural ingredients over traditional sodas or artificially flavored options.
  • Reaching for bold, exotic, and unexpected flavor combinations, such as yuzu, dragon fruit, and hibiscus.
  • Appreciating cultural and global influences, like matcha, turmeric, and botanicals.

These headwinds have been affecting the broader beverage industry and the orange juice subset, compounded by increased competition from alternative drinks and a general decline in traditional breakfast habits.

In response, Florida’s Natural, the citrus-focused and farmer-owned co-operative, is exploring a new product line that aligns with these evolving consumer tastes and trends.

Meet Bold Blends, a unique mix of vibrant and exotic flavors, like pineapple with dragon fruit and mango with habanero pepper.

Smith Design was engaged to rejuvenate Florida’s Natural’s brand appeal and address the shifting market dynamics to ensure long-term sustainability via this new product line. To do this, Smith created a design that departed from their core line with a rich, green label and vibrant and dynamic fruit imagery.  

The label design cues excitement and refreshment, hooking the consumer with a medley of unexpected flavors.

Flavors that could easily be used in a cocktail or mocktail, making Bold Blends especially appealing to the “make it your way” younger generation.

With Cinco de Mayo approaching, we offer this Spicy Mango Habanero Margarita recipe featuring Florida’s Natural Bold Blends. Raise a glass to reimagined flavor!

BOLD and Spicy Mango Habanero Margarita

Ingredients (Serves 1)

  • 2 oz tequila (silver or reposado)
  • 1 oz fresh lime juice
  • 1 oz Bold Blends Lemonade with Mango and Habanero
  • ½ oz triple sec (or Cointreau)
  • Tajín or chili powder + salt (for the rim)
  • Ice
  • Lime wedge or mango slice (for garnish)

Instructions

  1. Prepare the Rim: Run a lime wedge around the rim of your glass and dip it in a mix of Tajín and salt.
  2. Mix It Up: Add tequila, Bold Blends, triple sec, and ice. Shake well for about 15-20 seconds.
  3. Strain & Serve: Strain into your prepared glass filled with fresh ice.
  4. Garnish & Enjoy: Top with a lime wedge or a mango slice for extra flair.

Integration of AI as Part of the Creative Process

Posted on by

Whether you’re a designer or a brand marketer, this blog offers insights that can help you harness the power of Visual Generative AI. Maximize agility with faster turnaround times and cost efficiency with “GenAI”.

AI has rapidly evolved from a niche area in computer science into a transformative force across various industries, particularly graphic design. Visual GenAI enables machines to perceive, interpret, and act on visual data similarly to how humans do, but the implications of this technology extend far beyond mere image recognition.

GenAI – New Developments

The recent conversations surrounding GenAI focus on developments in AI image synthesis such as Firefly, Runway, DALL-E, Midjourney, and Flux, which have accelerated automated creativity. 

The integration of GenAI in graphic design has evolved from basic automation tools to sophisticated generative systems, significantly impacting the creative process by streamlining repetitive tasks, generating design ideas, and enhancing image manipulation, allowing designers to focus more on conceptualization and high-level decision-making. 

The future of AI in graphic design likely includes even more advanced customization, personalized design experiences, and the ability to seamlessly integrate diverse data sources into visual outputs, further blurring the lines between design and data analysis.

Guess Which Images Are Made With AI?

Stay tuned for the answer revealed further down in the blog…

GenAI – Governance

In mid-October Smith Design sent three representatives to the Adobe MAX 2024 conference in Miami Florida. They returned with a wealth of new knowledge, including how Adobe is paving the way for GenAI governance by implementing content credentials and using only permitted content. Adobe takes responsible innovation in the age of GenAI very seriously. Their leadership positioning and commitment to thoughtful AI innovation is an example for other GenAI development models. A diverse Adobe AI Ethics Review Board oversees training, testing, and the review process to ensure accountability, responsibility, and transparency. Click here to learn more about our learnings from the Adobe Max conference: https://smithdesign.com/blog/adobe-max-2024-recap/

With an everchanging landscape, the GenAI risk and governance stakeholders in different organizations will need to diligently oversee the responsible use of GenAI by mitigating potential biases, security threats, and ensuring safety and ethical practices.  

Drive Efficiency and Enhance the Creative Process Using AI as a Tool

As we are weeks away from entering the last year of Q1 in the 21st Century, several key trends converge to reshape the industry. Advancements in machine learning, natural language processing, and computer vision are driving these trends, making AI more accessible and powerful than ever before. Designers who embrace these technologies will equip themselves to meet the demands of an increasingly digital and personalized world in the 21st century Q2 and beyond.

Think of the process of using AI as spit balling ideas, image swipe sessions, or post-it sketch storms with your team, during the beginning phase of design. How might you use AI to generate ideas, or use it in your workflow? 

You can use AI to:

  1. Enhanced Creative & Visual Briefs: Generate unique design concepts that designers may not have considered. AI can assist designers in providing fresh perspectives to spark creativity.
  2. Efficiency and Speed: Quickly generate designs or concepts, significantly reducing turnaround times. This speed can be crucial in meeting tight deadlines.
  3. Customization: Tailor designs based on specific prompts, enabling a high degree of personalization.
  4. Cost-Effectiveness: Streamline the design process, especially for preliminary concepts and prototypes, making it more affordable than traditional research methods.
  5. Exploration of Styles: Mimic various artistic styles and genres, allowing designers to experiment with different looks and feel without needing to master each style individually. AI programs enhance efficiency and creativity by quickly generating ideas and automating repetitive tasks. It can also help with style references, material reference, consumer types, objects, materials, conveying idea/context, design language,  packaging types, photography language, etc.
  6. Consistency: Maintain design consistency across various projects by adhering to predefined style guidelines and parameters.
  7. Accessibility: For those without advanced design skills, or the ability to verbally communicate their vision, AI tools can provide a way to create professional-looking designs with minimal expertise.
  8. Data-Driven Insights: Analyze trends and patterns to inform design decisions.
  9. Experimentation: Assist in testing and iterating on multiple design concepts quickly, helping designers find the best solution without extensive manual effort.
  10. Support for Collaboration: Facilitate collaborations by providing a shared platform where team members can generate and refine design ideas together.

And now for the answers!

Conclusion

As AI continues to advance, its impact on graphic design and marketing will only grow. By integrating these technologies into their workflows, designers can unlock new levels of creativity and efficiency. The future is bright for those willing to embrace the possibilities that AI brings to the table.

Want to learn more about how to successfully navigate using AI as a tool for inspiration and efficiency? Fill out the form below to be one of the first to receive our more extensive white paper that is in development. Please add that you are interested in the GenAI white paper.

Smith Design also offers Educational Seminars where we host webinars and live or streamed events on trending topics. Please fill out the form to connect and to learn more. 

Bold Chaos Packaging Trend Is Turning Heads

Posted on by

In today’s world of retail, consumers crave uniqueness, surprise, and a touch of rebellion – and the latest packaging trend, aptly called “chaos packaging,” brings all these elements to the forefront. Chaos packaging, a phenomenon that continues to gain traction on TikTok and recently spotlighted by The Wall Street Journal, embraces an unorthodox approach by selling products in containers that are unconventional to their category. Think tampons packaged in what looks like ice cream containers or water in tallboy cans traditionally used for beer. This outlandish packaging taps into our curiosity and challenges the norms of what packaging “should” be, prompting many to wonder: How far will this trend go, and what could be next?

Small Startups Disrupt the Shelves

The chaos packaging trend began with small startup brands that, due to limited budgets, needed to stand out against larger competitors. Without funds for extensive advertising, these companies had one primary promotional tool – their packaging. Rather than using conventional packaging that might get lost on shelf, they adopted surprising, playful forms, and in many cases, they used stock packaging to keep costs down. By placing their products in non-standard containers, these brands caught the eye of consumers in a shockingly fresh and economical way.

Influencers Fuel the Chaos Packaging Craze

Social media influencers continue to play a significant role in amplifying chaos packaging. This past summer, the Vacation brand sunscreen went viral. This sunscreen packaged in a whipped cream container really whipped up a frenzy of social posts!

Another standout example comes from Moschino, a perfume brand beloved by influencers. The perfume’s outer box appears plain, but inside, the bottle resembles a surface cleaner’s trigger spray bottle – an unexpected twist that shocks and delights.

A Mini Bit of Nostalgia

The Moschino perfume’s packaging may remind Gen Z and Gen Alpha of the “mini-brand” and “unpacking” trends that flooded YouTube in the past decade. Videos of unboxing surprise toys, mystery eggs, and miniatures sparked fascination and surprise, a sentiment chaos packaging now revives. In a news segment about chaos packaging that recently aired on a Philadelphia station, one of the news anchors stated that the Moschino brand is like the answer to Gen Z growing up. Brands actually become mini-brands!

What’s Next for Packaging Trends?

With chaos packaging capturing attention, the natural question is: What’s next? The idea of a “surprise element” in packaging has deep roots in consumer culture, from cereal box toys to Happy Meal surprises. As brands look for the next big thing, candy and personal care sectors may continue to experiment with innovative shapes and formats, perhaps pushing the boundaries further than ever.

Consider the rising trend of using tackle boxes for candy storage or the popularity of unusual shapes and vessels in beauty stores like Sephora and Ulta. As a medium, packaging is transforming into an experience itself, inviting consumers to interact, play, and share their finds with friends and followers.

Sustainability Meets Chaos: A New Frontier

As brands push the envelope with chaos packaging, sustainability remains a crucial priority for all packaged goods. Both CPG companies and packaging manufacturers are researching and innovating with eco-friendly packaging options. 

An example of sustainable packaging innovation is the in-mold labeling (IML) technology for plastic containers. With the IML manufacturing process, the labels are fused to the containers, allowing for easier recyclability because the packaging is a single material. Yogurt cups, primarily made with IML packaging, could inspire chaos packaging in unexpected categories. Imagine beauty products such as face masks or an exfoliator sold in yogurt containers! IML yogurt cups can also be used as packaging for foods in the snacking category, from dried fruits and nuts to chips and dips.

Aluminum is perhaps the most sustainable material on earth as it is highly recyclable. A current trend we observed is water being packaged in aluminum cans. As previously mentioned, Liquid Death water is pretty disruptive as it looks like beer in an aluminum tall boy can. Another fun example of water being packaged in cans is Bored & Thirsty water which has a plethora of wild designs with one consistent simple and clean logo. These designs allow the consumer to make a statement as they enjoy their water!

The future and evolution of packaging, if not chaotic, then certainly fun and sustainable

The chaos packaging trend signals a shift in consumer expectations, with brands redefining traditional forms. As brands innovate, there’s no telling how far they’ll take this trend and how packaging will evolve. Consumer packaging will continue to be a canvas for creativity, tapping into consumers’ love for surprise, fun, and perhaps even a bit of nostalgia – all while adapting to a more sustainable world.

Looking for ideas for your brand’s packaging?

You have come to the right place for inspiration, creativity, and brand strategy!

At Smith Design, we continue to research and immerse ourselves in trends and solutions across different categories. We’d love to hear from you!

Please fill out the form below with your contact information, and we will schedule a consultation.

Women in Design: Sylvia Harris

Posted on by

It’s Women’s History Month and to honor women’s contributions to American history, we are excited to bring back our Women in Design series! Each week we will shine a light on women trailblazers in the design industry. You might not know them all by name, but definitely by their work and influence on the design world as a whole.

Virginia native Sylvia Harris was a strategist, educator, and graphic designer. Harris attended Virginia Commonwealth University, where she graduated with a BFA in Communication Art and Design and an undergraduate focus in film and photography. After college, Sylvia moved to Boston where she discovered graphic design as a career path. She felt that there was still more for her to learn about the art world and design and decided to attend Yale School of Art where she graduated with an MFA.

Harris’ experience as a Black woman during the desegregation in the 1960s instilled in her a strong belief in social justice and a calling to help others that were disenfranchised by social systems.

Harris established Sylvia Harris LLC, a design and strategy company with a focus with on using design to solve problems for civic agencies, universities, and hospitals.

Notably, Harris was the creative director behind the design of the 2000 Census for the United States Census Bureau. With the goal to increase participation, especially among under-represented populations, she had the opportunity to study how and what design could do to get more citizens engaged.

Source: https://segd.org/2021-segd-fellow-sylvia-harris
Source: https://osarcia011.wixsite.com/pioneerwomen/sylvia-harris

Among her may accomplishments, Harris worked with New-York Presbyterian and the Columbia Medical Center as an independent project leader creating information master plans for the hospital designed to improve communication with patients.

Source: https://www.aiga.org/

In April of 2014, Harris was awarded AIGA’s highest honor and most distinguished award, the AIGA Medal. Sylvia Harris will always be remembered as a pioneer of vital inspiration to the field of social design. After her untimely death, the AIGA (American Institute of Graphic Arts) established the Sylvia Harris Citizen Design Award to honor her dedication to the field of social impact design.

Black Owned Businesses

Posted on by

It’s probably no surprise that one of our favorite pastimes here at Smith is discovering new brands and sharing the products, design, and people who inspire us. In honor of Black History Month, we’re sharing a handful of our favorite Black Owned brands and businesses. If somehow you make it to the end of the list without scooping up what these brands have to offer, we’ve also rounded up some resources on other ways you can support Black businesses in your community and beyond. Happy browsing!  

Uncle Bobbie’s Coffee & Books

“Uncle Bobbie’s Coffee & Books is a Coffee Shop and Bookstore located in the heart of the Germantown section of Philadelphia. Founded by Marc Lamont Hill in 2017, Uncle Bobbie’s was created to provide underserved communities with access to books and a space where everyone feels valued. In addition to their specially curated book selection, they also serve high quality coffee, food products and other items like apparel and children’s games. They are also a community space, that holds free author talks, and dozens of other events including weekly story time for kids and back to school drives.”

GOODEE

Founded by designers and entrepreneurs Bryon and Dexter Peart, GOODEE “leads the way in curating a marketplace that brings together the values of good design, good people, and good purpose. Offering essential homewares and lifestyle products for better living. GOODEE believes conscious commerce has the power to transform the world and seek to empower both creators and consumers to create change by championing community, transparency, and sustainability.”

Miles and Milan

Shennel Fuller, Founder and CEO of unisex kid’s brand Miles and Milan, developed a brand that provides key basics and fashion items that are playful, effortless, and current. A perfect in-between that supports Fuller’s minimalistic yet fashion thoughtful aesthetic, she wanted to create a brand that grows with your child.

Bevel

Tristan Walker, founder and CEO of Walker and Company’s mission is to make health and beauty simple for people of color. He launched Bevel, the first and only head to toe grooming brand crafter for Black men, customized with ingredients for customers skin and textured hair. Bevel also donates a portion of their sales to Walmart to support Anti-Recidivism legislation, continuing education, and job training for returning citizens.

PARTAKE Foods

Denise Woodard, Founder and CEO of Partake created the company when her daughter was diagnosed with multiple food allergies. Partake offers a selection of delicious allergy friendly foods that those with and without food restriction can enjoy and share with confidence. She shines awareness on food allergies and their effects on 1 in every 13 children across the country. Black children especially are at significantly higher risk of developing these allergies. Partake also partners with organizations like No Kid Hungry to provide access to the food, education and advocacy these families deserve.

As a Black & Asian American woman, Denise is passionate about raising awareness of Black and female entrepreneurship and increasing opportunities for underrepresented people seeking careers in the food and beverage industry. In 2020, Denise founded Black Futures in Food & Beverage, an annual fellowship program that mentors HBCU students and helps them secure internships and jobs at the program’s end.

Hue Noir

Using color, science and technology Hue Noir develops innovative, everyday makeup solutions ideal for customers with nuanced skin tones ranging from fair to deep. Hue Noir strives to give women more choices and better options for achieving their desired look. For instance, their True Hues Flawless Finish Foundation product is available in 25 true-to-skin-color shades.

Jam + Rico

Owner of Jam + Rico, Lisette Scott created the company to dive deeper into her love of design and the Caribbean. Both of her grandparents were immigrants from islands of Jamaica and Puerto Rico and she has always been curious about their upbringing and traditions. Once she got older she was able to travel to both of her grandparents home islands where she found her love of her heritage grow even stronger. She designs to bring herself closer to the cultural connection of her ancestors. Looking at the bright and beautiful design of her products, you can get an idea of where her inspiration comes from.

Coco and Breezy

Coco and Breezy is a designer optical glasses and sunglasses brand that was founded by twin designers Corianna and Brianna Dotson. Growing up in Minnesota, the sisters were bullied for their color. Through this hardship, they found their love and passion for sunglasses by how they felt when they put on their glasses, they became their alter egos. Today, their designs are renowned for their style and have been featured in major publications like Vogue and Harper’s Bazaar. – MSNBC

Unsun Cosmetics

Unsun Cosmetics was founded by Katonya Breaux after she was frustrated by the lack of options within the world of clean sunscreen products for women of color. The brand was created to provide clean, no-residue options that were kind to the person using it as well as the environment its being used in.

A Dozen Cousins

Growing up Ibraheem Basir’s kitchen was full of Creole, Caribbean, and Latin American cooking. As he got older, he saw the importance of eating naturally but hated how hard it was to find convenient foods that were both healthy and authentic. He started A Dozen Cousins so that it would be easier to enjoy authentic cultural recipes made with wholesome ingredients. All of A Dozen Cousins recipes are inspired by traditional Black and Latino recipes. They also have a give back initiative of providing an annual grant and volunteer support to non-profit organizations that are working to eliminate socio-economic health disparities in the US.

Salone Monet

Salone Monet launched her brand of color-inclusive nude shoes when she realized a need for color equity in the footwear space. The line has been worn by Beyonce Knowles, Gabrielle Union, Keke Palmer and many others.

Unwrp

Founded by designer Ashley L. Fouyolle, Unwrp is one of “the most popular, Instagram-worthy, luxury gift wrapping companies”. A one-stop-shop for all your gifting needs, Unwrp offers products including wrapping paper, fabric wraps, greeting cards and home goods designed by talented artists around the world. Unwrp’s mission is to “create quality gifting goods that are produced with ethical and environment values.”

BLK & BOLD

Pernell and Rod, founders of BLK & BOLD created the brand with the idea that they could make a change. Their idea of giving young people the tools to “live their best lives and overcome familiar unfortunate circumstances by turning a daily ritual, enjoying a cup of coffee & tea, into a means of giving back.” The company pledges 5% of its profits to initiatives aligned with sustaining youth programming, enhancing workforce development, and eradicating youth homelessness.

BLK MKT Vintage

“MLK MKT Vintage is a Brooklyn, NY-based antique/vintage concept shop, specializing in collectibles, cast-offs and curiosities”. Founders Jannah Handy and Kiyanna Stewart founded the brand with over fifteen years of combined collecting and picking experience. Their collection includes vintage literature, vinyl records, clothing, art, houseware/décor, furniture and many other goods. “By centering Black cultural artifacts via thoughtful curation and varying modes of accessibility, we’re communicating very explicitly to Black folks that ‘not only do we see you, but we love you as well. You’re worthy. What you’ve created is worthy. You are important here.”  

There are so many ways to support Black owned businesses including the ones listed here: reshare their products on social platforms, purchase something for yourself, a family member or friend, write a review, seek out Black owned businesses near you to support and tell your friends about, and so much more.

For additional information on how to find and support Black owned businesses near you, check out the resources below:

https://www.supportblackowned.com/ – Easily find Black Owned Business in your area!

Brush up on your Black history and engage in important topics past and present with this round up of podcasts:

https://www.thehandbook.com/10-podcasts-to-educate-yourself-with-this-black-history-month/

Last Minute Gift Guide: Brands That Give Back

Posted on by

Last minute gift shopping? Check out these 12 brands that give back!

T’is the season for giving! Finding meaningful gift for everyone special in your life is no easy feat. Luckily, we’ve got a round up of 12 great brands that can make your last-minute gifting a little extra special. Not only will you love these brands and their products but each of these humbling companies have unique ways that they give back. Just by doing a little holiday shopping you can help work towards making a difference in the world. Check out these brands that #giveback to find the perfect gifts for the holiday season!

1. State Bags

For every purchase, State Bags supports American children and families in need. Their giving initiatives include donating fully packed backpacks at signature “Bag Drop” rallies and fueling #WhatDoWeTellTheKids activations and special projects with partner charities and schools.

The #WhatDoWeTellTheKids initiative was first launched in 2016 to bring attention to important social issues and help to spark and guide what are often seen as difficult conversations with kids. Topics have included, #BlackLivesMatter, damaging language directed at LGBTQ and disabled communities, the Flint water crisis and the national anthem protests. You can check out more of their initiatives – and their stylish bags on their website.

2. The Tote Project

The Tote Project was founded by two best friends with a passion for creating a brand that gives back. They started their journey to create a tote bag company that empowers survivors of human trafficking around the world. Now, they have spread awareness to hundreds of people through speaking engagements, social media, press and online resources. They have donated $40,680 and counting to empower survivors and those at risk of sex trafficking. On top of that, all of their products support and empower the people who make them – they work closely with their fair-trade partners to ensure that their supply chain is free of human trafficking and child labor.

3. MABLE

MABLE is a company creating beautiful products made from sustainable materials that prevent plastic waste from harming the environment. MABLE works with communities and educators to help spread awareness on the importance of making sustainable choices and will donate a toothbrush for very one purchased!

4. FAZL

Fazl’s backstory is the root of their love. Founders Mike and Vanessa met in North India while on a trip volunteering at orphanages. In 2015, they moved to from Canada to a tiny Himalayan single-road village so that they could serve orphanage children long term. Fazl all started when Vanessa held up a pair of handmade socks and had the idea of not only supporting the children, but also the women who make these beautiful products. From there, Fazl was started. Their mission is to give back to the orphanages and to provide Himachali women a safe place to express their creativity and earn fair wages. Now they employ over 500 different artisans and are growing every day. Every time you purchase something from Fazl, you provide food, shelter, education, and clothing to orphaned and impoverished children in India. They also dedicate 50% of their net profits to this cause. While they are excited for what is to come and adding new products and patterns, they know that the “main legacy of FAZL lies with the women who create these socks.”

5. Ivory Ella

Ivory Ella takes pride in their knowledge and love of elephants. Elephants are some of the most relatable creatures in the world, with a complex consciousness and capability for strong emotions. The ivory trade, coupled with accelerating habitat and range loss, has put the elephant population at risk. Ivory Ella is trying to change that. Working alongside their partners at Save the Elephants, they have donated over $2 million to Save the Elephants and other charitable organizations. They have 400+ elephants tracked across the wilds of Africa using GPS Collar Technology and have over 65 employees and 18 schools working to support their mission.

They also donate to and partner with other organizations such as Young Survival Coalition, Pollinator Partnership, Earth Day, Reef Restoration Foundation and more. And you can help too! They encourage their customers to shop responsibly with companies that promote sustainability, and use their voice on social media platforms to stay informed and spread the word on the importance of protecting vulnerable species and giving back. Ivory Ella donates 10% if all profits to these organizations, so every purchase you make from is already making a difference.

6. Cuddle and Kind

Cuddle and Kind was started by parents of three young children who were shocked to learn the true statistics of childhood hunger. 6 million primary school-aged children attend classes hungry every day. 45% of deaths in children under five are caused by poor nutrition –that’s 3.1 million children each year. Devastated by these numbers, Cuddle and Kind’s founders wanted to do something to make a change. For every doll purchased, 10 meals are provided to children in need around the world through their respected giving partners, including World Food Program USA School Meals Program, Children’s Hunger Fund, Orphanages in Haiti and Breakfast Club of Canada.  By providing nutritious school meals, these organizations give students the energy to learn and play. Plus, providing nutritious meals is considered one of the most effective ways to empower children to break out of the cycle of poverty, providing additional incentives for attendance and for families to send their children to school.

More than just an adorable gift for the little ones in your life, these dolls provide the opportunity to help kids all around the world. So far, the dolls that customers have purchased have helped Cuddle & Kind donate meals to kids in 66 countries.

7. Hand in Hand

When Hand in Hand started their business in 2011, millions of children were dying each year from water-related illnesses that could be prevented with washing hands alone. Hand in Hand decided to create a soap and program to help save lives with their Buy One, Give Back program. They have since donated 13.8 million bars of soap, 120k gallons of water and have served 23 countries to date. They have partnered with Eco Soap Bank and My Neighbors Children to help install and repair clean water wells and to recycle and distribute leftover hand soap. In addition to their Buy One, Give Back initiative, a portion of every purchase directly supports their global mission to provide communities access to soap, clean water and hygiene education.  

Sustainability is also important to Hand in Hand. They are one of the first brands to use infinitely recyclable aluminum in their packaging and are currently developing a bottle pump that is recyclable as well. All of their products are 100% vegan and never derived from or tested on animals. They also refuse to use palm oil in order to protect rainforest ecosystems and endangered species from deforestation and destruction.

8. Handbands of Hope

Handbands for Hope gives back by putting smiles on faces. For every item sold, a headband is donated to a child with an illness. They also want to be a part of the solution, so each year during their Headband Together Week, they donate 10% of their sales to a charitable organization working to cure childhood illnesses. They also have a program called “Headband Hero” where each quarter they choose a child battling illness to be their Headband Hero. For 24-48 hours, 20% of their online sales will go to the child’s family for use towards their medical bills. A donation of headbands will be sent to their hospital of treatment as well. Headbands for Hope also hosts and annual Give Gala. Unlike other Galas, which are focused on raising money through high prices tickets and silent auctions, attendees of the Give Gala come offering a service, gift or talent to children with cancer and other life-threatening conditions. Some examples include photography lessons, use of beach house property, tickets to sporting events, personal styling and more.

9. Conscious Step  

Need a comfy sweatshirt that helps save dogs or a pair of socks that plant trees? Look no further, Conscious Step has what you need! Every purchase from Conscious Step supports one of their 17 partner organizations and the communities they serve. These include Habitat for Humanity, Action Against Hunger, Malaria No More, St. Jude Children’s Research Hospital, Oceana, Best Friends – Save them all, The Trevor Project and many more. To date, they have donated $506,719. They also pride themselves in their effort to keep their manufacturing sustainable and transparent. Their socks are made from clean, organic cotton by empowered producers in safe and fair working conditions. They are certified in Global Organic Textile Standard, Fairtrade Cotton, Certified Vegan and 1% for the Planet!

10. FIGS

Need a gift for the healthcare hero in your life? FIGS is a healthcare apparel and lifestyle brand that celebrates, empowers, and serves current and future generations of healthcare professionals. Threads for Threads put an initiative in place where for every set of scrubs sold, they donate a set to healthcare professionals who work in resource-poor countries and lack the proper uniform to do their jobs safely. They have also partnered with amazing organizations and humans who have helped them deliver their scrubs and donate their time, expertise, and care. They have partnered with 60 organizations and donated to 35 countries while making a ton of memories along the way.

11. Rescue Dog Wines

Rescue Dog Wines’ goal is to not only produce world-class award-winning wines from locally sourced, certified green sustainable grapes but to also bring awareness to, celebrate and provide financial support to the rescue dog movement. 50% of their profits go to support rescue dogs and charity organizations as well as local SPCAs (Society for the Prevention of Cruelty to Animals). They also volunteer their time, and personally foster dogs as well!

12. Love your Melon

Love your Melon was founded by two friends who wanted to start a business with meaningful and positive social impact. With a goal to improve the lives of children battling cancer, it began with a simple idea of putting a hat on every child battling cancer in America.

Their goal was to give back 45,000 hats, one for every child battling cancer in America. To date, they have given over 8.3 million dollars to fight against pediatric cancer and over 200,000 hats to children battling cancer. 50% of net profits from the sale of all products are given to organizations around the world that lead the fight against pediatric cancer. They also give back by providing relief for children through creating unforgettable adventures. They have the opportunity to take children battling cancer on unique therapeutic adventures tailored specifically to their interests.

They also have a “request a hat” program, giving friends and families the opportunity to surprise a child battling cancer with a Love your Melon Hat in hopes to provide smiles and support during difficult times. Not only that, but with their “send a smile” initiative, you can make a child’s day by sending them words of encouragement and well wishes in a Superhero Card that will be personally delivered to them.

Sustainability in Package Design

Posted on by

Conversations around sustainability, environmental impact, and eco-friendliness have become more central to brands and their products. Not only is it ethical for companies to consider their environmental impact, but it is also necessary in order to be trusted by their consumers.  

We partner with brands to execute their sustainable efforts on and off pack, from presenting eco-friendly design solutions to communicating efforts through various media. 

Through our client partnerships, we’ve seen the tactical ways brands bring their sustainability efforts to life through their products and packaging. Because it’s Better aims to provide a healthier, more sustainable protein alternative for dog food through their innovative plant-based products. All Free and  Clear pure provides a powerful clean through a 99% bio-based detergent, which is gentle on skin and better for the environment. ZeroWater’s EcoFilter helps consumers use fewer plastic bottles by providing unmatched filtration technology straight from the tap. Plus, unlike competitors, its long-lasting filter utilizes no plastic filter shells, also cutting down on waste.  

Education is also a central component in sustainability. We’re partnered with clients to create concise and intelligible communications both on and off pack (via QR codes and digital content) that guide consumers on how to properly recycle packaging.  

With increased environmental focus and research bringing more solutions to the forefront of design, we’re excited to continue to help brands innovate for a healthier future. Recyclable packaging, waste-reducing solutions, safer chemicals in cleaning products – every step towards sustainability is progress. 

Interested in learning more about our experience working with brands on their sustainable packaging solutions? Contact us below and click here to read about our membership in the Sustainable Packaging Coalition.  

Smith Design Joins the Sustainable Packaging Coalition

Posted on by

We are excited to announce that Smith Design is now a member of the Sustainable Packaging Coalition! We are honored to join the ranks of brands, agencies and manufacturers across the supply chain that are committed to finding and implementing more sustainable packaging solutions.

Sustainability has long been a core value at Smith Design. As brand and packaging designers, we feel a unique responsibility to be accountable for our own footprint and to be actively engaged in and committed to advancing sustainability in the packing industry as a whole. We look forward to continuing our journey towards a greener future, both as an independent business and in partnership with our clients. To learn more about the SPC and its initiatives, click here.

Designing for the COVID Generation

Posted on by

Designing meaningful products and experiences for kids carries unique challenges, and this has never been more true than for “Generation C”, the millions whose early formative years have been defined by living through the pandemic.

Despite the hardships of the last year, Gen C have proven themselves to be remarkably resilient. Whether it’s getting back up after a skinned knee, learning to read facial expressions under a mask, or even making friends over Zoom, there is no doubt that this cohort will continue to adapt and thrive in the post-pandemic world.

Throughout the past year and beyond, we’ve partnered with brands to find new ways to create engaging and memorable brand experiences, from custom characters for Dial that make washing up more fun, to an AR experience with Florida’s Naturals that livens up the breakfast table, to a brand world for Softee Dough that encourages endless, device-free imagination.

As Gen C prepares to re-enter the “normal” world they will do so with a perspective unlike any generation that’s come before them. In this new landscape, brands will have the opportunity to rethink ways to make meaningful connections, whether through online experiences that cater to Gen C’s digital fluency, innovative products that inspire play and creativity, or something new entirely.

Smith Spotlight #2

Posted on by

It probably goes without saying, but Smith Design is full of creatives. In our new Smith Spotlight blog series, we’re highlighting the talents of our team and their endeavors outside of our studio. Follow along to get to know the people who make Smith Design awesome.  

Our second Smith Spotlight features our fabulous jewelry designer, Becki Murray!  

Like many of us, Becki had the chance to explore new hobbies during the quarantine of 2020. She began seeing colorful statement jewelry online that she loved, but she felt she could hand make similar pieces of the same quality, for a lower price. She started making a few pieces for herself, and after receiving compliments from her friends and family, she decided to start creating pieces to sell.  

Her jewelry shop is run through Etsy @thebeckcollection. She advertises her designs through social media and word-of-mouth. The collections feature fun colors, unique shapes and forms, trendy patterns, and seasonal themes.  

Through running a small business, she has learned to embrace the journey of learning new skills. She aims to continuously improve her processes for the best results, learning new tips and tricks along the way. From planning new ideas to executing the designs to packaging & handling shipping, she has learned the ins and outs of a small business, beyond the creative aspect.  

Her favorite part of running this business is seeing people wearing her designs. She also enjoys advertising on social media. She likes to create fun promotional campaigns to drive business to her shop.

Her advice to other creatives starting their own small business would be to do plenty of research. When she first started out, she ordered a bulk shipment of boxes for her jewelry, only for the boxes to be too small with no option for return. She also recommends embracing social media as a powerful tool for marketing your brand and products.  

Becki has been with Smith Design as a Designer for over 2 years. If you followed our Women in Design series, you’ve seen her colorful portraiture work.  

You can often spot people sporting thebeckcollection earrings around our studio, and many of us have a print of the above Women in Design poster at our desks. We can’t wait to see what she creates next!  

Stay tuned for our next Smith Spotlight.  

thebeckcollection Etsy: etsy.com/shop/thebeckcollection 

thebeckcollection Instagram: https://www.instagram.com/thebeckcollection/  

Remote Photoshoots with Smith Design

Posted on by

Even as we welcome our clients and collaborators back into the studio, we’re excited to continue to offer the flexibility of remote photoshoots! Over the past year, we’ve honed our process to offer an engaging and attentive experience with our in-house photo team and studio, all without the time or expense of traveling to the set. Check out the below or get in touch to learn more about how we’re bringing the set to you!

GDUSA AWARDS 2021

Posted on by

The results are in! We’re proud to announce that Smith Design has been awarded 8 GDUSA Awards, including 4 recent wins in the Health & Wellness category and 4 for American Package Design. We’re fortunate to work in partnership with our clients at Skippy, All, Snuggle, Robitussin, Dial and FulFil Nutrition to bring compelling design to life across products doing good for people and planet. Take a look at some of winning designs below. 

To learn about these projects and more, check out these case studies

2020: Giving Back & Looking Forward

Posted on by

At Smith Design, giving back is at the heart of our actions. In 2020, it was an honor to be a part of incredible causes and campaigns that provide support to those in need and advocate for progress on important issues. 

Earlier this year, we partnered with multiple organizations to bring relief to those impacted by COVID-19. Through the #EN95 Campaign, on our social media channels we brought attention to the need for PPE and encouraged donations of masks, money, blood, and food to assist the medical community and their patients.  

We pulled together as a team to provide support for the responders on the front line of COVID-19. We worked with FLAG, Front Line Appreciation Group, to create Flag Fuel Boxes. These Fuel Boxes provided food and words of encouragement for front line and essential workers. Members of our team and their families purchased and packed these care packages and wrote personal notes for these unsung heroes.  Together, we completed 172 boxes! We can’t thank our frontline workers enough for all that they have done throughout these challenging months.  

To continue to drive awareness of CDC guidelines and to help #StopTheSpread, our design team created graphic PSAs for the #HelpByDesign campaign. This initiative brings messages of hope during this time of uncertainty throughout lockdowns, restrictions, and social distancing. The campaign is run by the group Known Unknown, a global community of designers. Participating in this campaign helped connect us with designers all over the world and proves the importance of visual communication as a unifying tool in times of crisis. 

In support of the fight against systemic racism, Smith Design made contributions towards the organizations Black Lives Matter and Color of Change. Through our social media network, we strived to bring attention to these additional organizations that seek to dismantle the injustices and inequalities perpetuated by racism: 

In honor of Pride Month, Smith Design donated in support of The Trevor Project and The National Queer and Trans Therapists of Color Network. We also promoted other important organizations that support the LGBTQ community:  

This holiday season, Smith Design proudly supported our troops via Trees for Troops. Our donation of 10 trees meant free farm-grown Christmas Trees were provided to United States Armed Forces members and their families across all branches of the military. Visit treesfortroops.org to learn more about their program that delivers “the spirit of Christmas to military families – one Christmas Tree at a time”.  

Believe it or not, the #1 requested item in homeless shelters is socks. Knowing this crucial shortage during the winter months ahead, we donated 900 pairs of socks to people in need, including our local shelter.

Our team was excited to participate in LEGO’s #BuildToGive initiative, a campaign that donates sets of LEGO to children in need for every LEGO ornament shared online with the hashtag. It was a joy to create the ornaments for a good cause, with our teams’ very own LEGO Master leading the way.  

In a year of uniquely challenging circumstances, we have strived to push kindness and caring forward through these giving back initiatives. We look forward to continuing to support these and other great causes in 2021. Here’s to another year of compassion, optimism, altruism and teamwork!  

Back to School, Reimagined

Posted on by

Back-to-school shopping is one of the biggest retail holidays of the year. In 2019, consumers spent more than $26 billion in their shopping to stock up for the school year. Like so many traditions impacted in 2020, the usual back-to-school scramble felt different this year. Supply lists shifted to include Chromebooks, teaching easels, and kid-sized desks, as parents are doing their best to make their home an efficient learning space. 

Technology needs of the online classroom drove sales up, for an estimated total of $33.9 billion. Online retail sales are seeing an unsurprising increase across all industries, and school supplies have been no exception. 70% of parents and students have shifted to buying supplies online due to COVID-19.  

Retail brands that typically see a surge in demand during the back-to-school season had to pivot their tried-and-true strategies to meet the suddenly changing needs of their consumers. These brands now have to support their consumers in a different way. Going forward, they have to determine and communicate how their products can fit into our new virtual, homebound routines. 

Positioned as “communication essentials”, Bic is a brand that has become fundamental to back-to-school supplies. In a time of changing communication structures, they have an opportunity to build trust in their consumer base by striving to remain the go-to supplies for learning, despite the shift to virtual classrooms. For example, their Evolution® pencils are sturdy and long-lasting, and could be positioned to parents as perfect for stocking up shelves with supplies that won’t need constant replacing.  

Source

Tasked with finding hands-on activities that encourage creativity and provide a break from the screen, parents are purchasing supplies like Softee Dough. Softee Dough recently launched a new look for their modelling clay kits. The new design stands out both on shelf and digitally, a necessity in this era of increased online shopping.  

Source

In addition to school supplies, parents have been looking for quick and easy snack options for their kids at home. Snacks that kids can access independently during their virtual lessons are in high demand. Skippy’s mess-free peanut butter in their new squeeze pouch is convenient for snacking between online assignments.

Source

This back to school season brought attention to the need for nimble and flexible brand strategies. With the holiday season quickly approaching, brands will need to apply learnings from this fall to their holiday retail strategies.  

For help navigating the ever-changing world of consumer trends, subscribe to our newsletter or reach out to our team below.   

Sources

https://sproutsocial.com/insights/data/back-to-school-retail-trends-report/?registered=true

https://nrf.com/insights/holiday-and-seasonal-trends/back-school

https://insights.digitalmediasolutions.com/news/back-to-school-marketing-covid19

https://fortune.com/2020/08/03/back-to-school-shopping-deals-paypal/

https://www.usatoday.com/story/life/2020/07/29/coronavirus-online-school-how-help-kids-do-well-virtual-classes/5517104002/

Women In Design – Jessica Walsh

Posted on by

In this blog series, we shine a light on women trailblazers in the design industry – women who have earned a Wikipedia page (or are likely to very soon). You might not know them by name, but definitely by their work and influence on the design world as a whole.

This month, we’re highlighting Jessica Walsh, a bright star in the design field and an all-around creative. Her agency, &Walsh, founded in July of last year has become one of only 36 female-led creative studios in the United States.

Unsurprisingly, Walsh was a self starter from the get-go. Teaching herself coding at age 11, she soon had a growing client base of middle school students looking to launch their own websites. Although web was her first introduction to design, her style really flourished years later at art school and then during her internship at Print. Described as daring, surreal and bold, she cleverly utilizes the tools available to create thought provoking, hilarious, clever and heartfelt pieces.

Jessica Walsh unapologetically commits to the big idea. While some of us might struggle with execution, she commits to the idea first and executes without compromise, often without the use of a computer. In this way, she is operating in a world where technology is used as a tool, but not the only tool. Her creations, more than just graphic works, commit to a big idea first. 

Source

“What I have learned over the years is that a computer is a great tool, but it’s just a tool. Sometimes when you just get off the computer and start working with your hands, you end up having a lot of accidental discoveries and ideas that never would have happened if you are just sitting there all day pushing pixels on the screen.”

Source

Walsh joined Sagmeiter INC., in 2012, making partner 3 years later. Remarkable as that may sound, her true accomplishments during this time are in her personal projects. First, in 2013, Walsh catalogued in video and graphics (later becoming a book) her experience dating Timothy Goodman, a designer friend in “40 days of dating”. A film is currently in the works. Then in 2016 she teamed up with the same friend in “12 kinds of kindness” , exploring ways to be kinder and other similar themes. These social experiments are fascinating, thought provoking, beautifully designed, and ultimately very personal and exposing, appealing to young people familiar with the reality TV experience.

Walsh is aware of her responsibility as a female leader in a male dominated category. She includes Paula Scher, Gail Anderson &  Maira Kalman as sources of inspiration as she acknowledges that the agency world has in the past been a tough place for women leaders. She also is aware of how her position as a female can be used as a competitive advantage. When Walsh posed naked with Sagemiter to announce their partnership, (a call back to a similar image Sagmeister himself released when he founded his company in 1993) they received instantaneous notoriety through social media, according to a February 2013 interview with The Creative Influence Director Mario De Armas.

To quote Ms Walsh, it achieved its goal…  “it was quite a functional piece of design.”

Now, at 33, with Walsh running her own agency servicing clients such as Museum of Modern Art, The New York Times, and The School of Visual Arts, it is still her genre defying personal work that stands out above the rest. While her former partner Stephan Sagmeister takes 1 year off in every 7 to recharge his creative batteries, Jessica Walsh seems to keep her creativity flowing by focusing on the human experience, something we can all relate to. By sharing her inner world, we the audience are invited to take a look at our own personal creativity to see where it can lead us.

The Growing Impact of Plant-Based Proteins

Posted on by

Making their way into 53% of US pantries, refrigerators, and freezers, plant-based, protein rich foods are no longer reserved for vegetarians. 

In 2018, growth of the plant-based market had reached $4.6 billion. It is predicted to grow to $85 billion over the next 10 years. This rise can be attributed to growing concerns for health, sustainability, and animal welfare, especially among Gen-Z and Millennial consumers. 

The increase in popularity is also due to improvements of the products themselves. With developments in technology and manufacturing, plant-based meat alternatives are getting better and better at mimicking the texture and taste of real meat, becoming more appealing to general consumers, not just health-conscious shoppers. 

With these meat-free options becoming mainstream, many large brands have developed their own plant-based innovations. Burger King embraced the trend with their Impossible Whopper. This new take on the classic Whopper was one of their most successful product launches, attributing to one of their best quarters in recent years. 

SKIPPY®, Farm Rich, and Green Giant also expanded into the plant protein space, partnering with Smith Design to develop effective brand identities and packaging designs.

Source

Green Giant’s Harvest Protein Bowls are frozen meals that pack 12g-14g of plant-based protein punch. The packaging communicates the plant-based point of difference, appealing to the growing number of consumers interested in easy incorporation of natural, healthy foods into their diets. 

Source

One of SKIPPY®’s newest products features their well-loved peanut butter with the added benefit of plant protein, in a unique, squat jar that helps consumers avoid “peanut butter knuckles”. We ensured that the label demonstrates a visual connection to iconic SKIPPY® equities, while clearly communicating the enhanced protein offering. The innovation is already generating buzz in the category. 

When Farm Rich extended their wholesome portfolio with a line of plant-based snacks and appetizers, we were careful to develop a brand identity that differentiates these from the core line of products while staying true to established equities. The details in the handwritten font subtly emphasize the plant-based offering and work with the whitewashed wood background to indicate naturalness. We targeted health-conscious consumers through the photography, pairing healthy sides with the meat-free products.

The demand for plant-based protein sources has already had a powerful impact on product innovation, and its growth won’t be slowing down anytime soon. 

For help navigating the ever-changing world of consumer trends, subscribe to our newsletter or reach out to our team below.  

Women In Design – Yesenia Perez-Cruz

Posted on by

In this blog series, we shine a light on women trailblazers in the design industry – women who have earned a Wikipedia page (or are likely to very soon). You might not know them by name, but definitely by their work and influence on the design world as a whole.

This month, we’re highlighting Yesenia Perez-Cruz, an accomplished designer, speaker, and author. Yesenia Perez-Cruz is a great role model for women and people of color who are interested in design and technology. Her drive towards innovation and passion for inclusivity make her a strong leader in this traditionally male, white industry. 

Initially Perez-Cruz, who came to the US when she was 5 years old, thought she would grow up to be a writer. Her time was spent at this early age reading books as a way to teach herself English. Reading and writing became the foundation for her creative curiosity and that self-motivated drive can be attributed to her success today. A graphic design course in her senior year of high school changed all that and led to her acceptance to the design program at Drexel University.

Source

It was here that Perez-Cruz first became interested in web and user interface design and, eventually, more specifically, UX design. 

UX design,  simply put,  “refers to any interaction a user has with a product or service”. Her work in UX puts her on the forefront of innovations which consumers experience first-hand and in real time. Her inclusive mindset ensures that technology is designed responsibly with all humans in mind, creating a seamless, positive interaction for all end users. 

In her current role as Senior UX Manager at Shopify, she’s noted that her love of writing now plays a bigger role in her career than she expected with UX design presenting an opportunity to tell an interactive story. Her work,  visually stunning as well as highly functional, has earned her street-cred awards like Rad Girl’s 2015 Designer of the Year and a Webby.

Winner of the 2012 Webby in “Celebrity/Fan” category

She is especially passionate about the relationship between technology and design, providing audiences with applicable inspiration for their own work. In her book, “Expressive Design Systems” she explores the ways in which design systems can elevate design and innovation, and how to avoid becoming stifled by processes. 

Perez-Cruz, a self described introvert, travels the world as a speaker at conferences and events, sharing her expertise and passion but also as a way to advocate for inclusivity and for women of color in the highly competitive design/tech world.

In an interview with The Great Discontent, she explained “When I was going to conferences for the first time, I never saw people on stage who looked like me—there weren’t a lot of women or Latinas. I realized that if I wanted to see more Latinas on stage, I’d have to push myself to get up there. I hope that others will be inspired by that.”

Source

Yesenia Perez-Cruz’s viewpoint is one we should all pay attention to. Through her own self advocacy and inclusive approach, she hopes to encourage others to pursue a similar path.

To learn more about Yesenia Perez-Cruz and to see her work, visit her website https://www.yeseniaperezcruz.com/. 

The Future of Influencer Marketing

Posted on by

COVID-19 will undoubtedly leave an unprecedented impact on the world. All industries and business markets will be affected, even the digital landscape.

However, budget cuts are impacting digital campaigns and partnerships. In order for companies to weather the current situation, many budgets have been reduced and reworked. Marketing budgets have come under more detailed scrutiny than ever, so paying for sponsored content partnerships tends to get deprioritized. Influencers have been reducing their rates to try and continue partnerships with brands, but unfortunately, many campaigns have been paused or cancelled, despite the positive metrics. 

With the increase in social media usage and the quickly accelerating growth of e-commerce, brands across all categories shouldn’t dismiss sponsored content as a valuable marketing strategy in a post-COVID-19 world. There is now an opportunity for brands and influencers to create a more authentic connection with each other and with their audiences. Sponsored partnerships are being approached openly and honestly, parameters being laid out with an understanding of the difficulties COVID-19 has caused. As Later points out, influencers are able to approach brands with reduced pricing for sponsored campaigns and content, creating partnerships that may not have happened before. If your brand is considering starting or refreshing an influencer marketing campaign, now might be the perfect time to solidify plans. 

Great examples of brands successfully utilizing social media channels and influencer partnerships, even during this time of new challenges, are found in the tool industry. Many brands of tools partner with influencers on social media, who use and review their products in their professions. Their opinion is reliable because these influencers actually use these products on jobsites. They naturally relate to the brands’ target audience, building community and trust, while encouraging others in their field to try the products they recommend. This digitally connected network of influencers and audiences will continue to drive positive results for the partnered brands, especially with the ongoing rise of e-commerce. 

@toolsthatbuild

In addition to reevaluating existing partnerships and developing new ones, there is an opportunity to reframe content to be more effective in the changing world. Recently, sponsored content through a filtered lens has been losing its charm on audiences. In an analysis of the fashion magazine industry, The Times asked “In a world where toilet paper is hard to come by, is there a place…for magazines selling dreams of luxury?” This question applies to influencers and their content as well. Influencers will be more successful with their sponsored content if their voice is honest and reliable. Consumers crave authenticity. Audiences, especially from Generation Z (who make up the majority of Instagram users), will respond well to content that does not feel disconnected from reality.

The perspective of influencer marketing has to change from “don’t you want to be like me?” to “I am just like you”. Now more than ever, people want to feel comforted by honesty, authenticity, and familiarity. Campaigns that achieve this will connect with their target audiences and earn brand loyalty. 

Emma Chamberlain, a YouTuber and influencer who is especially popular with Gen Z, has built her entire personal brand around authenticity, often taking it to the extreme with her content. Her content is so real and relatable that it makes her followers feel like they are on the inside of a private joke with her. 

@emmachamberlain

Another example of successful authenticity is fitness influencer Katrina @collegecleaneating. She posts engaging content, opening up about relationships, mental health, and body positivity struggles she’s experienced on her fitness journey. Her approachable, empathetic digital presence has earned her about 650,000 followers on Instagram and differentiates her profile from other fitness accounts that rely heavily on perfection. When she shares sponsored content, her followers are ready to engage and inherently trust her opinion. 

@collegecleaneating

As the world moves forward and marketing teams are faced with many decisions, influencer marketing shouldn’t be overlooked. With the right content, partnerships, and strategy, influencer marketing is a powerful tool that B2C brands can use to leverage the rising popularity of e-commerce, build brand loyalty, drive traffic to websites, and ultimately increase digital sales. Questions about developing effective brand and digital marketing strategies? Contact us below. 

Sources:

https://www.ai-ap.com/publications/article/26614/trending-could-covid-19-kill-off-influencer-cultu.html

nytimes.com

https://www.bigcommerce.com/blog/influencer-marketing-statistics/

Women In Design – Maira Kalman

Posted on by

In this blog series, we shine a light on women trailblazers in the design industry – women who have earned a Wikipedia page (or are likely to very soon). You might not know them by name, but definitely by their work and influence on the design world as a whole.

Maira Kalman is a renowned artist and writer. She was born in Tel Aviv, Israel and moved to NYC when she was a young girl, where she continues to reside. She was married to the famed graphic artist Tibor Kalman for 18 years until his death in 1999. They founded the agency M & Co together and were highly successful, blending illustration, typography and imagery to create iconic art for prestigious institutions, including the National Audubon Society and MOMA, and covers for the acclaimed Interview magazine.

After the birth of their children, Maira took a new, independent path that led her to become a design legend in her own right. 

Over the course of her career, she has written and illustrated books for both children and adults that feature her playful take on the world. Her style perfectly captures the whimsical and wise, combining a naive style with a sage’s vision. As a storyteller, which is how she refers to herself, her careful use of language and image work together to capture the eccentric, intelligent way Kalman herself views the world and her appreciation for society, history, and the humorous aspect of life.

She was commissioned to illustrate the iconic design bible “The Elements of Style” in 2005, which promoted this quote from the New York Times – “While The Elements of Style has never lacked fans or dutiful adherents, appreciation for this slim volume has taken a turn toward the whimsical and even surreal.”

Her work is almost always uniquely personal, capturing her point of view on anything from politics to family. Working with her son Alexander, Maira created an exhibition dedicated to the memory of her mother Sara Berman, an early inspiration, which later became a book titled ‘Sara Berman’s Closet’. She has also collaborated on a short firm with her son called “The Most Wonderful Day” which can be seen here on YouTube.

Her wit, charm and intelligence come through most famously in the The New Yorker magazine cover published in December 2001. She collaborated with her partner Rick Meyerowitz,  redrawing the New York City map post 9/11 and renaming it ‘New Yorkistan’. The response to the cover was overwhelming, the magazine disappearing from newsstands in two days and becoming the best selling issue in the magazine’s history.

Maira Kalman’s impactful work is a reminder to notice and appreciate life. She inspires audiences to look closer at seemingly common things, to see the importance of the ordinary. She elevates politics and philosophy to higher levels of thought, commanding worthy attention. To learn more about Maira Kalman, visit her website, Instagram, or watch her Ted Talk. 

Sources:

https://en.wikipedia.org/wiki/Maira_Kalman

https://www.thecut.com/2018/04/profile-maira-kalman-author-and-illustrator.html

Looking Back to Move Forward: How Nostalgia Sells Brands

Posted on by

If I’m being honest, recent global events have made me nostalgic. Typically, I like to live in the moment but recently I’ve found myself digging through old photos and journals in search of…? I’m not sure. These trips down memory lane feel comforting thoughts, in a childlike way. There is a tendency to glamorize the past, looking through rose-colored spectacles at simpler, less complex times. But one thing is for sure – Marketers know that these nostalgic feelings sell brands.

Take for example recent additions to the marketplace such as the Olipop soda brand. Their simple chic packaging leverages nostalgia in a way that triggers a recall that isn’t there – but somehow we believe in its authenticity. Fitch and Leedes lean heavily into a kitschy 50’s genre for their brand of tonics and mixers. The retro brand sends strong trust & quality signals to consumers that say “this is a brand that has stood the test of time and endured.”

A few years ago, a flagging cereal category released limited edition nostalgic packaging in the hope of inspiring Gen X and younger Boomers into revisiting their favorite childhood flavors. The problem with this is that it’s a short-lived fantasy. Say Fruity Pebbles was your thing back in the day. You see it packaged the way you remember it and it sparks good memories of Big Wheels and The Flintstones. You might even buy it. But these types of purchases are one-offs as most of us don’t have the constitution to eat sugary cereal the way we used to. Predictably, nothing could save the cereal category from its inevitable decline. However, Pabst Blue Ribbon has found an ingenious workaround. Their newest offering -– a Hard Coffee – is said to taste exactly like YooHoo Chocolate Milk. By tapping into a taste instead of just a graphic approach, PBR may well have found the perfect way to be nostalgic for childhood without abandoning reality completely.

Other brands are using flavor as a way to bring consumers into the fold by leveraging holistic wellness in an unusual way.  With flavors like Classic Chocolate and Dark Chocolate Milk, Slate beverages with a low sugar and high protein claim will certainly bring back happy memories and cue happier times thus keeping your mind AND body healthy. Cue the serotonins!

Finally, let’s not forget the heritage brands that are having another minute in the spotlight. As we face challenges buying fresh food during this time of social distancing, tried and true shelf stable brands are thriving as consumers rediscover their favorites from childhood – foods like Hamburger Helper and Chef Boyardee.  Time will tell whether this is a permanent change in consumer behaviors but, Jon Nudi, head of General Mills, North American would like to think so.

 “Right now, we have people trying the products they haven’t had for a while, and we hope they’re surprised and find that they’re delicious and that we have them come back,” he is quoted as saying in the New York Times back in early April.*

Regardless, brands that focus on creating stronger emotional bonds between consumers and their products, especially in childhood and early adulthood, will find that those bonds are strong and lasting. As we weather our current circumstances, when the future is uncertain, we can all take some comfort in reminiscing in the way things used to be – because sometimes looking back is the best way to move forward. 

Sources: https://www.nytimes.com/

The Importance of Sustainability

Posted on by

Sustainability, environmental impact, eco-friendliness – these are more than just trending buzzwords. Not only is it ethical for companies to consider the environmental impact of their operations, but it is also necessary in order to be trusted by their consumers (especially socially-conscious millennials). The way many brands approach sustainability in their products and packaging has adapted with increased environmental focus and research. 

Some brands are created with green-friendliness at the core of their products. Ocean Huggers produces plant-based alternatives to seafood. Ahimi replicates raw tuna with tomatoes, and unami utilizes eggplant to replace freshwater eel. The goal is to reduce the stress overfishing causes on our oceans. 

In addition to eco-friendly products, many companies incorporate sustainability into their packaging as well. Seed Phytonutrients, a producer of natural bath products, is credited with developing the first shower-friendly paper bottle. These unique bottles use 60% less plastic than traditional bottles. The paper is able to withstand water without getting damaged, then it dries to look good as new.  

Source

Pretty famously, Saltwater Brewery created a biodegradable six-pack holder in response to the overwhelming amount of plastic in our oceans. The sustainable holder safely disintegrates in water and is actually edible for ocean wildlife. The Florida brewery hopes this innovation will draw attention to the environment and inspire people to find ways they can contribute to a sustainable future. 

Source

As the impact we have on the environment becomes increasingly apparent, people are discovering new ways to innovate towards a healthier future. From creative shampoo bottles to new enzymes that break down plastic in record time (learn more in our newsletter), every step towards sustainability is progress. 

World Art Day 2020 – #HelpByDesign

Posted on by

World Art Day is an international celebration of art in all the ways it impacts our world. In honor of this year’s World Art Day, our team participated in #HelpByDesign. #HelpByDesign is a design campaign that brings messages of hope during this time of uncertainty and social distancing. The campaign is run by the group Known Unknown, a global community of designers. Options for messages to include in the typographic designs are provided as inspiration, but designers are welcome to create their own as well.

 Each designer was given free rein to communicate their chosen message in any way they wanted. The best part was seeing how each square showcased the designer’s personality and unique style. 

Participating in this campaign helped connect us with designers all over the world and highlights the importance of visual communication as a unifying tool in times of crisis. To see more artwork for this campaign, visit @known_unknown on Instagram.

Sources

https://www.iaa-usa.org/worldartday

https://known–unknown.com/

Charitable Packaging Shows Brands’ Softer Side

Posted on by

It’s always nice to see brands support great causes, and packaging is a creative way to emphasize the importance of giving back.

Charitable packaging supports important causes by raising awareness. This packaging can also be a call-to-action, inspiring others to support the cause as well. Charitable packaging is often a smaller part of a brand’s overall partnership with a cause. Consumers have come to expect brands to make a conscious effort to give back to the community. Showing their charitable side through these partnerships help brands connect with their consumers on a human level. 

Dial® partnered with Big Brothers Big Sisters through the Healthier Futures™ program. Healthier Futures™ promotes healthy hygiene habits. To show their support, Dial® featured artwork on their packaging that incorporates drawings by the children who participate in Big Brothers Big Sisters. The packaging captures the spirit of Big Brothers Big Sisters so delightfully with scenes that represent the mission of the organization and raises awareness of their initiatives to support children and their communities. 

Patients of St. Jude Children’s Research Hospital showcased their artwork on Green Giant’s limited edition packaging. The cans featured illustrations of vegetables; sweetcorn growing tall, dancing green beans and sunny blue skies are all featured prominently in the colorful labels. The cans are one of the ways Green Giant shows their support of St Jude. The brand also donates money towards St. Jude’s amazing research, and encourages their employees to support the cause as well. In 2018, B&G Foods donated $350,000 on behalf of the Green Giant brand. 

Source

Hormel Foods raised awareness of childhood hunger with their limited edition Chili can designs. The limited-edition label represents the first time the brand has shifted away from its conventional yellow, orange, and red color scheme on its Hormel®Chili No Bean variety in more than 80 years. The cans represent the brand’s partnership with professional football player Adam Thielen for a campaign called “Thursdays with Thielen”. For every yard Thielen gained during a game, Hormel Foods donated Hormel Chili to Second Harvest Heartland in the Twin Cities. Hormel Foods was able to donate 20,000 cans, which provided about 15,000 meals. 

Source

Now more than ever, consumers need to see that the brands they support are kind, caring, and human. The brands featured above are going beyond a charitable donation by making a powerful statement on their actual packaging – a proud and bold declaration of support to their causes.

Importance of Brand Planning

Posted on by

When you think of successful entrepreneurs or brand teams what are the first things that come to mind for how they became successful? At first glance, you might attribute their success to things like smart, confident leadership, a great product, competitive drive, or a great marketing campaign. However, the unsung hero, the backbone of their success is often their brand planning. Planning is not sexy, it’s not the part that people talk about and share, but it universally serves as the guide they follow to achieve success.

Planning is not a one-size-fits-all process, some may have more elaborate plans than others, but regardless of the size of your business, you still need a plan that lays out even a basic roadmap for how you will achieve your goals.

Why is brand planning important?

A brand plan aligns everyone in your organization behind the same vision, strategies, tactics, and costs needed to make your brand or business venture a success. In this cluttered world of overwhelming options, writing a brand plan will help you and your team stay focused, guide the way you allocate your limited resources, and consistently express your brand offering to your target consumers.

What should your brand plan include?

  1. Business Analysis & Issues – specify how your brand or business is currently positioned in the marketplace. Who are your current and/or potential customers? What are their needs and wants?  Who are your key competitors and how are they performing? What are your current strengths and weaknesses? What potential opportunities and threats exist that could impact your brand. 
  2. Objectives – your plan should spell out what it is you want the brand to achieve.  Your objectives can be defined both in terms of long and short term goals, for current or future customers and/or specific business outcomes like sales, market share, brand awareness, brand image, customer loyalty or more. 
  3. Strategies – here you will lay out how you plan to achieve your goals, what channels and tools you will use and how you will focus your resources.  Depending on your product or category, key decisions to align on could include which product you will prioritize, how will it be designed or positioned, how will it be sold and priced, and how will you engage your target.
  4. Tactics – stemming from your strategies, tactics are the specific tasks you and/or your team will execute to work towards your goal. What will your team work on, what are the resources available and what is the budget and timeline you will allocate to each task.

You may only write your brand plan once a year but as a business leader you should always be in planning mode, that is to say, you should always monitor your brand’s performance, identify key learnings and areas of improvement.   As you learn more about your customers and your key competitors, you can adapt your plan to help you stay on track and keep working towards achieving your goals.  

– Emma Medina, Director of Brand Strategy at Smith Design

The “Heart” of Giving

Posted on by

Cupid still strikes for retailers and brands, even with fewer people celebrating Valentine’s Day. Dramatic changes in spending and the emergence of an ‘anti-Valentine’s Day’ sentiment have motivated retailers to find innovative ways to keep Valentine’s Day meaningful and relevant. While there are fewer adults celebrating the holiday, those that are celebrating are spending more money than ever before. Brands are thriving by rolling out strategies that appeal to everyone, regardless of whether they love or hate February 14th. Check out our guide for a crash course on what to expect this year – and what to watch for in the years ahead!
Source: NRF®, NRF’s Annual 2019 Valentine’s Day Spending Survey, conducted by Prosper Insights & Analytics: https://nrf.com/valentines-day-data-center