Adobe MAX 2025 underscored a central truth: artificial intelligence is transforming creative work — not by replacing it, but by expanding what’s possible. The overarching theme was clear throughout the keynotes and sessions: AI is a partner in the process, enabling faster workflows, more connected collaboration, and entirely new ways to visualize ideas. For our team, the experience was both inspiring and grounding. The tools may be evolving at a rapid pace, but the creative spark — the part that connects vision, intuition, and craft — remains unmistakably human.
Elana’s Take: A Thoughtful Evolution
This year’s keynote positioned AI as a support system for creativity rather than a substitute for it. Adobe’s rapid development of Firefly — now fully integrated within Photoshop and enhanced with third-party app compatibility — demonstrates how technology can amplify ideation and collaboration.
Firefly Boards, in particular, stood out as a meaningful innovation. The shared digital workspace encourages teams to ideate, iterate, and refine in real time, bridging the gap between brainstorming and execution. It’s a glimpse at how creative processes can become more dynamic without losing their human nuance.
Still, the conversation around AI sparked necessary tension. Some designers celebrated its limitless potential, while others questioned its implications. That balance — curiosity and caution — feels essential to how our industry moves forward.
Miles’ Take: Tools that Empower
As a first-time attendee, I found the experience both overwhelming and exhilarating. Adobe delivered a mix of innovation and practicality — from the headline-grabbing generative features to a range of “quality-of-life” updates that genuinely improve daily workflows.
Features such as “Name All Layers,” MotionMap animation in Illustrator, and Project TurnStyle for perspective shifting are redefining what’s possible within a single software suite. These are not gimmicks; they’re efficiency upgrades that allow more time for actual design thinking.
Even more impressive are tools like the AI Assistant, which can visually analyze work and offer creative recommendations. Combined with generative upscaling, color harmonization, and dynamic lighting adjustments, designers can now refine and elevate work that once required complex manual adjustments or reshoots.
Shared Insights
Across the sessions and demos, a few key lessons emerged:
Collaboration is evolving. Tools like Firefly Boards bring co-creation into the heart of the digital workspace.
Prompting is a skill. The quality of AI results depends on creative clarity — specificity matters more than ever.
Experimentation remains vital. Many of the best results came from unexpected outcomes, reminding us that play and discovery still drive creativity.
Human direction is irreplaceable. Even the most advanced features require the designer’s taste, judgment, and narrative vision to succeed.
Closing Reflection
Adobe MAX 2025 made one thing clear: the future of creativity isn’t automated — it’s augmented. As technology continues to evolve, so too must our curiosity and adaptability. These tools are here to help us work smarter, iterate faster, and bring ideas to life with more precision and imagination than ever before.
The craft remains human. The tools are simply catching up.
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’sRedHotStuffed 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’sNext 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.
’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!
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.
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!
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:
Equities are capital. You don’t delete assets that took decades to accrue; you reinvest in them.
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.
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.
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.
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!
In an era of fragmented attention and fast-moving trends, brand mascots can no longer rely on nostalgia alone but must be actively designed for relevance. Driven by shifts in consumer behavior, digital marketing strategies, and the rise of parasocial relationships in online culture, they have evolved dramatically from static product icons to dynamic social media personalities.
As influencer culture grew in popularity, marketers recognized the value of authentic content and forming emotional connections with their audience. A mascot helps a brand cut through the noise, standing out using humor, sarcasm, or irreverence while still being “on brand.” Even better, because they’re not real people, mascots are flexible digital assets that can respond to trends quickly and don’t need costly influencer contracts. They become nimble, multi-platform brand representatives capable of driving engagement, merchandising, and emotional connection.
Mr. Peanut and The Jolly Green Giant
Smith Design worked with some long-standing mascots, notably Mr. Peanut and the Jolly Green Giant, helping to evolve their presence on packaging and social media.
We created the cobranded visual identity and shot the food photography for the Mr. Peanut × Miller High Life Bar Nut Mix, a campy and clever collaboration between two century-old brands that appealed to Millennials and Gen Xers who appreciate retro-kitsch, especially regarding their favorite snacks.
In creating content for Green Giant’s social media, Smith Design focused on posts that allow the Giant to participate in social media trends while retaining his strong, silent persona. One trending post jumped on the “looking for a man” trend and proved one of the brand’s most popular posts. Audiences recognized the trend and appreciated the nod to pop culture.
A Tomato is Born: Designing a Character That Works
Today’s mascots have human-like quirks, backstories, and even relatable drama. Think Duo, Duolingo’s sassy owl, known for chaotic shenanigans like sending threatening reminders to keep up with learning streaks, flirting with celebrities, dancing in public, and office antics.
Smith Design embraced the opportunity to create character-focused, relatable, organic social media content for sauce company Hoboken Farms. The brand had no pre-existing mascot in this case, but Smith made a band of unofficial mascots to breathe fresh air into their social media content.
Consequently, a quartet of anthropomorphized Roma tomatoes have become “regulars” on the brand’s social media feed. They’ve gone dancing for New Year’s Eve, announced grocery store partnerships, and even graduated college. As 3D animated representatives, they’re easygoing and adaptable to the task.
And when Smith creatively pivoted them to participate in the popular AI “action figure” trend, they spawned personalities of their own, complete with signature accessories representing each of Hoboken Farms’ four varieties of sauce. Tammy, Tommy, Johnny, and Isabella Tomato are now a part of the sauce’um Hoboken Farms gang, and we’re excited to see what they do next!
If you’re looking to give your brand a representative, an enhanced voice, or even a little extra charisma, let’s chat. At Smith Design, we have vast experience in working with heritage brand mascots as well as inventing fresh, new characters that truly stand out. Whether you’re envisioning a cheeky character, a clever sidekick, or a mascot with undeniable swagger, we’re here to help your brand make a lasting impression. Let’s create something that gets noticed and keeps people talking.
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.
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:
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.
Efficiency and Speed: Quickly generate designs or concepts, significantly reducing turnaround times. This speed can be crucial in meeting tight deadlines.
Customization: Tailor designs based on specific prompts, enabling a high degree of personalization.
Cost-Effectiveness: Streamline the design process, especially for preliminary concepts and prototypes, making it more affordable than traditional research methods.
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.
Consistency: Maintain design consistency across various projects by adhering to predefined style guidelines and parameters.
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.
Data-Driven Insights: Analyze trends and patterns to inform design decisions.
Experimentation: Assist in testing and iterating on multiple design concepts quickly, helping designers find the best solution without extensive manual effort.
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.
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.
Two of our team members, Melissa Mullin Sadowski and Becki Murray had the opportunity to attend Adobe Max 2023 in Los Angeles this past month. They returned energized and inspired by the innovative advancements Adobe showcased, providing invaluable insights to enhance our workflow and unleash creative potential.
We were excited to hear about their learnings and experience when they returned.
“I was so grateful for the opportunity to experience first-hand all the incredible innovations Adobe has made, and is developing, in the products we use every day for our work. Each session I attended contained illuminating insights to help improve our workflow and allow us to spend more time focusing on creative ideas vs. execution. Some also featured inspiring designers and artists who shared their creative process and best practices. I came away from this conference energized, inspired and filled with new ideas and processes.” – Melissa Mullin Sadowski
“I had an amazing time at Adobe Max and am so thankful to have had the opportunity to go and experience it in person. It was so awesome to see first hand all the new initiatives and program updates they have made that we can begin to incorporate to our work to produce even better work, more efficiently than before. The sessions provided even further insights, which were taught by experienced and respected creatives who shared their knowledge of the adobe programs, as well as their personal creative processes. Overall, the conference was extremely inspiring, motivating and informative”. – Becki Murray
The first day opened with a Keynote that shared recent trends in our industry, highlighted the increasing presence of artificial intelligence (AI), and announced new and exciting updates to Adobe’s multiple software programs. The Keynote focused on how AI is a valuable ally in elevating the creative process, rather than replacing it. It also gave a sneak peek into some of the sessions available throughout the week.
Adobe is at the forefront of integrating AI into our workflow. Photoshop’s new Generative Fill tool, powered by AI and Firefly, creates fresh content within your images based on text prompts. Illustrator offers the Generative Text to Vector feature, where AI and Firefly generate live vector illustrations from text prompts. Additionally, Retype in Illustrator enables you to transform outlined type back into live copy, and find out what font is being used, even if it is outlined. For quick and versatile color options, there’s Generative Recolor. Adobe Premiere’s editing tools have also evolved, providing automatic transcription in 18 languages, enhanced speech enhancement for noise removal, and more.
Additionally, Adobe Express (a web application similar to Canva), offers pre-designed templates, firefly AI integration, and social management tools — including direct post to TikTok. These developments represent the harmonious marriage of AI and creative professionals, improving both efficiency and creativity.
Adobe Max’s Creative Park was a spacious area subdivided into distinct neighborhoods, each dedicated to specific creative practices. These neighborhoods encompassed Graphic Design, Photoshop, 3D Design, and Video Production, offering a diverse and immersive experience for attendees. Every neighborhood within Creative Park was thoughtfully color-coded and designed to foster community and connection. Each featured a central gathering spot where attendees could meet, network, and share ideas. They also hosted a range of speakers, vendors, and numerous engaging activities, like game shows, TikTok video uploads, Fresco portraits and even visits with puppies — providing a vibrant hub for creativity, learning, and inspiration.
Melissa and Becki attended the Inspirational keynote on the second day of the conference. The event opened with the privilege of listening to renowned designer Aaron Draplin set the stage with an engaging journey through his artwork and storied career. Karen X Cheng delved into the algorithm, sharing her strategies for staying motivated and preserving her creative spirit, even in the face of advancing technology. Walker Noble shared a selection of inspirational quotes and spoke about his personal career growth in art production, adding depth to the discussions. Finally, we had the opportunity to hear from producer Oak Felder, who provided a glimpse into the intricate process of dissecting and constructing songs, including his process of creating Alessia Cara’s “Scars to Your Beautiful” hit song. These presentations offered a diverse and enriching range of motivational themes.
Melissa and Becki even had the chance to meet Aaron Draplin in the creative park. He originally had a session that Becki had signed up for, but it was pulled when he was added to the Inspirational keynote. Having the chance to meet Aaron Draplin in person allowed Becki to still get a more personalized experience with him. They also had the chance to shop at his extensive merch booth, which Becki took full advantage of.
Becki and Melissa also did some shopping in the Graphic Design section and picked up free pins commemorating how many years they have been using Adobe products (10 for Becki, and 30 for Melissa!). They were also able to select a design and color scheme and have a free t-shirt screen-printed on site with the help of Hit+Run Screen Printing.
Next up, they had the much-anticipated Adobe Sneaks, easily one of the highlights of the entire week. Hosted by the well-known Adam Devine, this segment unveiled sneak peeks into the exciting projects and programs Adobe is currently developing. To make the experience even more enjoyable, they were greeted with delicious drinks, popcorn, and candy before entering the theater, setting the stage for an immersive journey into the world of upcoming innovations. They were introduced to new features such as Project Fast Fill, Project Draw & Delight, Project Neo, Project Scene Change, Project Primrose (where they saw a dress change colors, patterns and even animate with just a tap!), Project Stardust and more!
To wrap up this exciting evening, immediately following Sneaks, attendees were directed to the Max Bash – a massive party that celebrated all the latest announcements. The bash was a fusion of creative installations and an array of delicious foods and drinks from various companies and food trucks, including ‘Cherlatto’, Cher’s play on Gelato, and a large installation of Honey Bears. Rev Run from Run DMC took the stage, getting the crowd pumped up with a stellar performance. The night was infused with interactive activities, such as a themed car wash experience, adding an extra layer of excitement and creativity to the festivities.
All throughout the week, Melissa and Becki attended lots of inspiring and educational sessions. They were able to select and fill their day with specific learnings and practices they wanted to expand their knowledge on. The sessions ranged from what’s new in each Adobe program, how to tips to improve workflow and creative processes, and inspirational stories from other creatives. They divided and conquered these sessions to be able to maximize the information they would be bringing back to share with the team at Smith.
Melissa and Becki’s experience at Adobe Max 2023 was nothing short of extraordinary. From inspirational keynote speakers to immersive sessions, sneak peeks into innovative tools, and creative neighborhoods at the Creative Park, it was a week filled with knowledge, creativity, and inspiration. The event not only showcased Adobe’s commitment to enhancing the creative process but also the endless possibilities for creative professionals in today’s ever-evolving digital landscape. The Max Bash, interactive activities, and the chance to meet like-minded creatives made it an unforgettable experience. As they returned to share their newfound insights, it was evident that the Adobe Max journey had left them invigorated and ready to push creative boundaries in their work. The knowledge they brought back from this transformative event is sure to have a lasting impact on our team’s creative endeavors and best practices.
Summer is finally here, which means the Fancy Food Show has once again returned to New York! Director of Account Management, Dave Bolton, and our summer intern, John, had an amazing time at the show, identifying and analyzing design trends across all types of food and drink.
Upon stepping foot on the show floor, Dave and John were immediately intrigued and amazed by some of the products on display – and not because of their designs. The Fancy Food Show does pride itself in highlighting the newest innovations in all things food, so in reality, bold ideas like sprayable soy sauce and edible birthday candles felt right at home. If anything, it was a great reminder for Dave and John to expect the unexpected as they explored the rest of the convention.
Speaking of the unexpected, some up-and-coming brands found common ground through a traditionally uncommon concept — exploding heads! Utilizing black-and-white imagery alongside handmade elements, these brands could easily show that their snacks were bursting with flavor — literally. As Dave put it, “The creative energy and excitement spills over into form and flavor – and compelling design. A feast for your tastebuds, a feast for your eyes, a feast for your mind.”
In contrast, we observed that most brands had latched onto minimalism, which is arguably the most prominent standing design trend over the last decade in both new and established brands alike. In trading excess for simplification, many companies had chosen to utilize a single pop of color on a white background to differentiate flavors, in some cases, to give complete focus to their flavorful food photography.
Alongside this, we also noticed an uptick in flavored products — that is to say, base “ingredients” such as olive oil and siracha that were given a unique additive that one might have previously mixed into it on their own.
Confectioneries tended to follow a similarly simplistic path, opting to utilize that same color-to-flavor connection, but with the smart inclusion of unique textural elements to give their treats a refreshing edge amongst the competition.
While some detractors of minimalism might argue that it’s been stretched thin by overuse, there’s still plenty of fun to be had with the style. At first glance, these packages may seem to be for some kind of luxury soap, but upon closer inspection, you’ll be quick to learn that something really fishy is going on. It’s difficult to position tinned fish as an item of grandeur, but seafood company La Narval has successfully done so through beautifully bold color schemes and simplified nautical shapes. “In some cases,” John remarked, “smaller brands held the biggest presence at the show thanks to their innovative design work,” and this is no better example of that at play.
Out of all the food categories featured throughout the show, cheese absolutely had the most floor presence, and some brands also heavily associated their identity with animal imagery to increasingly memorable degrees. From the expected cow to the unorthodox crocodile, it was a gouda showing from all.
Calabro also acts as an excellent example of an established brand moving away from their expected packaging in order to turn heads in a crowded market, a trend witnessed in ways both big and small. Dave sees such a move as a way to “celebrate (a brand’s) heritage and earned respect, while transforming who they are to a modern marketplace.” In this instance, the usage of a solid color backdrop and striking illustrated buffalo ensures they maintain modern interest without forgoing their brand identity.
Of course, big design changes aren’t truly necessary to impress, as it’s often the smallest attention to detail that combine to make a memorable design. Therefore, these companies have chosen to define themselves via an oft-neglected aspect of their packaging – the lid. Not only do these textured tops help them stand out against the competition, but they open the possibility for these jars to be reused in a craftier context.
We were also fortunate enough to run into a few familiar faces, including Food Network star Giada De Laurentiis and two of our long-time clients, Aiya Matcha and Friesland Campina (in the aptly nicknamed Lower Cheese Side).
At the end of the show, Dave and John left with a bountiful supply of new insights and ideas — and also a bountiful supply of tasty samples. John felt that it was “truly an incredible opportunity to step foot into so many realms of design,” and we look forward to seeing how these brands continue to innovate in the future.
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.
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.
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 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.”
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.”
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.
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.
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.
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.
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 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 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.
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 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.
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.”
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.
“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:
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.
We’re excited to highlight the incredible art of Brian Greenhalgh in our third Spotlight!
Brian sells unique apparel and stickers through his online store, ScaryFunny. As the brand name suggests, his art style combines a dark, punk style with a light-hearted sense of humor. Inspired by graffiti artists and Keith Haring, he creates eye-catching pieces that contain hidden meanings and clever twists. His collections include music-related pieces, towns he’s connected to, and other themes of cultural or personal relevance.
A piece inspired by Brian’s dog, Cali
When he gets an idea for a new illustration, he has to get it on paper and into existence. This drive has led to him having a diverse array of artwork to feature on apparel and stickers.
Turning his passion for art into an actual store is something he’s always had on his mind, but he committed to opening his store in December of 2020. He enjoys getting the chance to engage with his customers. He tries to respond to every message and post he sees on social media, and especially loves to see customers post pictures in their gear.
He mainly markets his brand and products through social media, but also shares stickers of his art with local businesses. Now that we’re able to be out and about in the world, he plans to kick up his marketing efforts by giving out stickers and fliers.
The store has also given him the opportunity to raise money for charity, including creating a special piece to support Prevent Child Abuse America.
The advice he’d give to artists pursuing a similar path is to just keep going. He explains that it’s easy to get discouraged, so don’t pressure yourself for perfection.
“Just make something fun, and enjoy yourself.”
To check out Brian’s merch, visit his online store here! scaryfunny
Already a booming category, the sharp rise in pet ownership during the pandemic pushed demand for pet care, products and services to new highs. The American Pet Product Association estimates that Americans spent an astounding $100 billion on their pets in 2020 alone. While pet services like grooming, training, vet care and even insurance are being disrupted by tech-enabled challenger brands, the consumer goods category is also experiencing unprecedented innovation.
Millennials in particular are leading a new generation of pet owners who view, treat and shop for pets as “part of the family.” This means not only higher spending but also higher standards. Younger pet owners are now more likely to shop for their pets along the same value lines they shop for themselves, prizing attributes like sustainability, transparency and brand purpose.
“Americans spent an astounding $100 billion on their pets in 2020 alone.”
American Pet Products Association
Sustainability in particular is a growing trend in pet care. While pet food has long used animal byproducts, more food and treat companies are now finding inventive ways to upcycle ingredients from the human food chain. Utilizing things like shells, bones and fruit pulp provides added nutrition to pets and helps to cut down on food waste. Beyond upcycling, consumers are beginning to demand greater transparency in ingredient sourcing, especially as it relates to supplier’s environmental practices.
In addition to food and treats, we’re seeing pet accessories like leashes, toys and bedding get sustainable makeovers as well, from plastic-free offerings to those using recycled, natural or biodegradable materials. Of course, any conversation around sustainability must also take packaging into account. Innovations in packaging allow brands who opt for greener materials new opportunities to reduce their footprint, especially when paired with ample communication that ensures consumers are educated on how to best recycle packaging when they’re finished with it.
When designing brands for pet owners, it’s equally important to be mindful of the new retail landscape. Many premium pet brands that have launched in the past 5 years have done so exclusively online, favoring a DTC model. These digitally native brands offered new standards of experience, convenience and personalization. In the mass channel, the runaway success of sites like Chewy.com have helped traditional brick & mortar shoppers acclimate to online shopping. To keep pace with new and innovative brands, and to ensure success as more pet owners shop primarily though ecommerce, pet brands must ensure that their brand presence and packaging are optimized for the digital experience.
In the thriving pet care industry, brands have an unprecedented opportunity to create delightful and innovative experiences. Tapping into the needs and wants of the new consumer and moving quickly to meet them will help brands of all sizes lead the pack.
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.
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!
The post-covid retail landscape will become increasingly integrated, with brands leveraging both the widespread adoption of online shopping as well as a renewed interest in experiential brick & mortar offerings. With more consumers resuming a hybrid online and in-store shopping model, consistency is essential, as is understanding the nuances unique to each platform.
Design is a key tool in bridging the digital, in-store and at-home experiences that are crucial to brand experience. When approaching creative development, we look to create a universal, extractable elements that can function across platforms to create an engaging brand world.
Build Trust by Bringing Products to Life
We’ve all been duped by products showing up differently than advertised. Keeping digital assets in line with the reality of the physical products builds brand trust and gives consumers confidence in purchasing new brands and products online. Luckily, innovations in digital media, such as 3D wireframing, can create a bridge between the physical reality of a product and its digital translation to e-commerce.
When ZeroWater developed the innovative EcoFilter, they had the opportunity to launch the new product exclusively online before expanding their presence in-store. A combination of photography, video and 3D renderings provided the assets needed for a successful virtual launch. Quality wireframing enabled consumers to get a wholistic, accurate view of the product, helping to build trust and drive purchase intent. Technical videos featuring live product demonstrations ensured a seamless customer journey from discovery to purchase. By unifying the online and in-hand product experience, shoppers were given the tools and the confidence to engage with the brand every step of the way.
Prioritize Packaging
Packaging is an anchor for a brand’s story. It is the consumer touchpoint with the highest physical interaction, living on in people’s homes far beyond any marketing campaign. We’ve mentioned the necessity of having compelling digital content, but it’s also essential that the packing experience be just as delightful and, most importantly, consistent to the look and feel of other touch points. A sleek and on-trend digital presence coupled with outdated packaging creates dissonance and can take consumers out of the brand experience. Packaging also serves as a billboard for the brand at shelf and at home; distinctive packaging, especially when disruptive to the category, is a key driver of overall brand recognition and awareness. In addition to primary packaging, shippers and even SIOC (ship in its own container) provide additional opportunities to bridge the gap and create tangible, memorable experiences.
Curemaster Reserve was looking to introduce a new, artisanal ham with elevated flavor varieties to the e-commerce space. As this was to be the first Hormel brand to launch exclusively via e-commerce, Smith was asked to create a unique, super-premium packaging and unboxing experience. The unveiling included a custom designed shipping box and inner package. The recipient envelope with grommet fasten detail housed recipes, cooking information and a personalized letter from The Curemaster.
Within the box, details like the hangtag, a reusable net bag and a custom printed paper wrap added to the overall authenticity of the product while reinforcing the Artisan Mastery positioning.
Expanding Brand Experience to the Retail Environment
More people than ever before embraced online shopping during the pandemic, and many will continue to enjoy the added convenience and expanded product selection it affords. That said, consumers will also be looking for enticing brick and mortar experiences that can engage and entertain in ways that digital offerings can’t. Retail activations are one way that brands can capture attention and continue the dialog “IRL”. We’ve partnered with brands including Reese’s and Green Giant to create eye-catching in-store brand activations to compliment digital initiatives and reach new demographics.
Looking Ahead
The changes of the last year will have lasting impacts on consumer habits. Expectations for online, in-store and at-home experiences are higher than ever, and brands should be prepared to meet them. Those who embrace and leverage the omnichannel experience will emerge as leaders in the post-pandemic market.
Check out the video below for more on our omnichannel capabilities. Interested in learning more about how to prepare your brand for the Omnichannel Experience? Let’s talk!
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
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 first Smith Spotlight goes to our LEGO Master, Mike Doyle!
Mike’s journey to LEGO master began with a family trip to LEGOland. After exploring the park, he began to wonder about the artistic possibilities of LEGO. A quick search online showed him there are many LEGO artists building amazing pieces of art with LEGO, and he became inspired to create artful pieces himself.
Through his builds, Mike wanted to elevate LEGO to fine art. Many of his pieces combine grayscale bricks, a stunning contrast to the typical primary colors people tend to associate with LEGO. Inspiration for his builds came from real life structures and settings, and often reflect social & cultural events.
What makes his builds unique is their organic nature. Despite the angular mechanics of the bricks, his builds flow with life, even simulating houses falling apart or the flames of an explosion (with no glue involved). The more pieces he built, the larger the pieces became, some getting to be 6 feet high. He has sold prints of his builds all over the world.
What Mike Doyle creates with LEGO has the power, mystery, pain, and intrigue that so many try to capture with more accessible forms of media. He creates deep worlds using something so innocent and unassuming that the medium in itself creates a fascinating juxtaposition: innocence with destruction, old and new, imagination versus reality.
His work with LEGO gave him the opportunity to give back to his community. He hosted children’s programs where he led workshops on creating detailed houses with LEGO. At the end of the workshop, the kids put their houses together to create one large neighborhood of unique homes. He also enjoyed speaking about the art at museums and libraries throughout the country. His art has been showcased at museums such as the Morris Museum in New Jersey and the Cincinnati Art Museum.
Mike has published 3 LEGO books that feature both his work and work by other artists – Beautiful LEGO, Beautiful LEGO 2 Dark, and Beautiful LEGO Wild. He describes the books as a “celebration of LEGO”, and he was glad to see the joy the books brought others, both for the readers and for the artists featured. These books, described by The Los Angeles Times as “one man’s quest to prove LEGO can be art”, can be purchased here.
Through his experience in creating LEGO art, Mike has learned to appreciate “taking the ordinary and making it extraordinary”. He discovered how to change the nature of things into something more. He applies this framework to all of his creative endeavors.
Some ask if LEGO brick-building is Art. To me, that is like asking is sculpting with clay, Art. Well… it could potentially be. Anything, absolutely anything can be made into Art in the right hands, even the ‘child’s toy’ LEGO. In the end, bricks are a medium, like oil paint or clay or pixels on a screen. It’s what you do with them that matters.
Mike Doyle
Mike has been a Smith Designer for about 5 years. Now a Design Director, he began his career with Smith as a freelancer before joining the team full time. The Smith team often looks to him for guidance in seeing the big picture, and we all appreciate his work ethic, expertise, and wit!
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:
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!
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.
Born Bernice Kaiser, Ray Eames, along with her husband Charles, had a prolific career that ran the gamut from furniture design and architecture to filmmaking, textiles, toys, graphics, exhibition design and much more. Growing up in Sacramento, California, she credits her ability to appreciate and enjoy her surroundings to her parents, who referred to her as Ray Ray.
Mentored by renowned painter Hans Hofmann, Ray started out her creative life as a student of abstract expressionist painting in New York City. Sadly, much of her artwork from this period of her life is lost but her influence on the movement pushed appreciation of abstract artwork to the mainstream. She became a founding member of American Abstract Artists, a group that promoted abstract art in a time that major art galleries refused to embrace it.
“I never gave up painting, I just changed my palette.”
Ray went onto study at the prestigious Cranbrook Academy of Art in Michigan, where she expanded her artistic talents from painting to other medium and met her future creative collaborator and husband, Charles Eames. This powerhouse design duo went onto reshape the world of industrial design.
Ray’s vision was unique in that she possessed an innate ability to understand the connectedness between the form of things and their uses, between the details and the bigger picture. In creative collaboration with Charles, Ray’s innovations in furniture design, architecture, and even toys emphasized quality, form, and function at a reasonable cost.
Not surprisingly, Eames did not receive the same accolades as her husband but despite this lack of deserving recognition, her legacy remains as impactful as her husband. Charles, to his credit, strived to ensure she was acknowledged as an equal partner.
Ray Eames will be remembered for her ever-evolving innovations within her design – how to best use materials, how to anticipate the needs of the end user, and how details come together to make a whole. Charles probably said it best in the now-famous quote; “Anything I can do, Ray can do better”.
This concludes our year of acknowledging women in design through this series, featuring portraits by Becki Murray, a designer on the Smith Design team.
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.
Mary Blair was an impactful artist and animator who brought fairytales to life through dreamy concept art and color styling. She introduced Modernism to Disney’s animation studio, helping to create the artistic style for films such as Cinderella, Alice in Wonderland, and Peter Pan. Thanks to Blair, the visuals of these stories resonate across generations.
Mary Blair grew up in Texas in the early 1900s before moving to California in the early 20s, where she would attend San Jose State University. During her education, she was recognized as a bright, emerging talent, and was awarded a scholarship to Chouinard Art Institute. Here, she honed her watercolor and color styling skills and met her husband Lee Blair, a fellow artist who would also go on to work at Disney.
After graduation, Blair’s talent soared early on in her career. She quickly became known for the unique color styles of her designs, earning the attention of both the art community and animation studios. She became a professional animator at Metro-Goldyn-Mayer. As her distinct style developed, she was welcomed to join the prestigious California Water-Color Society. Her watercolors impressed Walt Disney, and she joined Disney’s animation studios as an art supervisor and color stylist. Walt Disney said that Blair “knew about colors he had never heard of before”.
Blair had a major influence on Disney’s animation, but she faced challenges in her efforts. Despite having the respect of Walt Disney, her other supervisors were quick to dismiss her work as overly abstract and too colorful. In a time where animation studios were dominated by men, she had to fight to push through her ideas, disregarding jealous resentment from her male colleagues. Her determination led to the modernization of the studio’s art style, and her imagination is present in many of Disney’s most iconic films of the time. Her concept art set the foundation for the style that has become associated with a sense of comfortable nostalgia to people who grew up with these classics on their screens.
In addition to her accomplishments at professional animation studios, Blair was also a successful freelance designer. She illustrated several Little Golden Books with beautiful, whimsical drawings.
While she was freelancing, Walt Disney reached out to her again, asking if she would help design a new attraction that would eventually find fame at Disneyland, “It’s a Small World”. She also created stunning murals that are showcased throughout Disney’s parks.
Mary Blair’s innovative influence on animation is undeniable. The worlds she designed through her artwork made children believe in magic, while bringing modern art to the screen. She was posthumously honored for her effect on the art of animation by being inducted into the Disney Legends hall of fame. To learn more about Blair, visit the website presented by her nieces, magicofmaryblair.com.
“Her most distinctive factor is that she is kind of showing us her soul…she puts herself into her art work and it transcends the greatest of the Disney movies.”
Nonprofit organizations face a unique challenge when it comes to branding. Nonprofits are inherently rooted in emotions, and capturing that essence in a brand can be difficult. There is temptation to shy away from branding efforts and allow the mission and values of the organization to speak for themselves. However, strategic branding is critical in a competitive climate for funding, attention, and volunteers. Due to shifting consumer expectations, for-profit brands have been engaging more and more in values-driven marketing, further emphasizing the need for nonprofit organizations to build a strong, cohesive brand that defines their identity and increases recognition.
For example, Girl Scouts is a nonprofit that has greatly benefited from restructuring their brand over time. As a result, Girl Scouts avoids becoming stagnant in a fast-paced landscape. Their branding aims to capture the holistic Girl Scout experience. Their logo represents confidence, empowerment, and unity. The trefoil and the three faces within it tie back to the Girl Scout’s three-part promise. Their extensive brand guidelines ensure this essence is captured in all of their initiatives and communications. Thanks to these branding efforts, most people have an understanding of the organization’s mission and goals.
As a part of their branding initiatives, Local Minds, a UK-based organization that provides mental health services, developed a logo that beautifully encompasses the goal of their programs. The scribble to the left illustrates the mental state people can find themselves in when dealing with a mental health issue. The scribble is smoothed out nicely to write out “mind”, representing the transition to a healthy mind.
The American Heart Association updated their mission and logo in 2018 to modernize their brand and better reflect their main objective, “to be a relentless force for a world of longer, healthier lives”. Their brand guidelines consolidate the organization’s positioning under a clear message: “life is why”. All of their communication touchpoints are related to this message and their mission. The simplification of their branding and messaging keeps their organization current and engaging, without losing the strength of their heritage.
It is important to recognize that many smaller nonprofit organizations do not have the same branding and marketing budget as larger organizations. However, there are many cost-effective options for nonprofits to seek out help with their branding and marketing initiatives. At Smith Design, we’re always excited to support nonprofit missions through our pro bono strategic branding and design efforts.
The Nevada Blind Children’s Foundation, an organization dedicated to providing essential educational and extracurricular activities for children who are visually impaired, partnered with us during the opening of their new Children’s Learning Center. We developed a logo for the center that utilized core brand equities while differentiating the center as a unique initiative. We also designed a branded booklet for the foundation’s After School Programs & Events.
God’s Creatures Ministry reached out to us for assistance with a challenge they were facing in the development of their branding. Their mission relates to Noah’s Ark, providing a safe place for all species, but they were struggling with how to fully capture this nurturing spirit in a logo. With this goal in mind, we explored brand colors, ark shapes, and various animal illustrations before creating the final logo.
As Marty Neumeier explains, a brand is “not what you say you are, it’s what they say you are.” A strategic nonprofit brand approach should communicate the mission, differentiate the organization, motivate the team, and promote engagement with new and current supporters. Through this process, thought leadership is attainable for nonprofits of all sizes.
Through insight-driven strategic branding, a unique and ownable positioning can inspire meaningful communications across all touchpoints. For help with nonprofit branding efforts and navigating the ever-changing world of consumer trends, reach out to our team below.
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 Mexican graphic design and illustrator, Indi Maverick.
Mexico has long been a source of creative inspiration and a home to incredible artists. In the footsteps of powerhouses like Frida Kahlo, more and more Mexican women are pushing the boundaries of modern art, in their country and around the world. Recognized as one of Mexico’s best female illustrators and designers, Indi Maverick is an emerging talent to keep an eye on. Her work can be found in books, in magazines, on furniture, and on products through various brand partnerships.
Inspired by nature, Maverick’s fine lines flow organically, often integrating leaves, flowers, and animals. Her process creates intricately detailed pieces out of seemingly simple lines and geometric patterns. In this simplicity, she is able to capture a very human personality, one that feels authentic and not overly cutesy. Her brand work for Dr. Martens, Stella Artois and Michael Kors shows how she can apply her techniques to fashionable brands in a way that feels relevant and fresh.
Maverick has participated in several important cultural collaborations. Her illustrations are featured in Sidral Mundet®’s campaign #ALaMexicana. This campaign seeks to use the phrase #ALaMexicana, or “The Mexican Way”, as a positive recognition the spirit, culture, passion and accomplishments of Mexicans.
Maverick has already proved she is a design force to be reckoned with, and her creative journey is definitely one to pay attention to. To see more of her work, visit her website or her Instagram profile.
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.
“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.”
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.
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.
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.
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.
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 celebrating renowned architect Zaha Hadid. As her professor described her at graduation, Zaha Hadid was “a planet in her own orbit”. She stayed true to her unique vision throughout her impressive career and continuously moved architectural design forward. She became the first woman to receive the prestigious Pritzker Architecture Prize.
Hadid was often called the “queen of the curve“. Her expressive designs pushed the limits of architectural geometry. Famously opposed to straight lines and mediocrity, her fluid-like structures breathe new life into the spaces around them. Her work includes some of the most iconic buildings in the world. She designed museums, opera houses, stadiums, art & science centers, and more. She loved designing buildings she knew would encourage culture in the community.
Hadid was born in Baghdad, Iraq. In an interview with The Guardian, she credited “the rivers and the dunes” of Iraq as inspiration for her concepts. She studied architecture in London, and was touted by her professors as one of the best students they ever taught. Even early in her career, people recognized her ability to bring the seemingly impossible to life. She went on to open her own architecture firm, Zaha Hadid Architects, and taught architecture at several schools, such as Harvard Graduate School of Design and Cambridge University.
While she is widely regarded as the world’s top female architect, Hadid often refused this categorization, insisting that she was simply an architect and should be referred to as such. She expressed that she experienced sexism and racism during her career, and she hopes her journey shows young women that the glass ceiling can be broken.
Hadid’s creativity wasn’t limited to architecture. She explored other mediums, such as collaborating with brands in the fashion industry to create conceptually and visually stunning shoes.
Zaha Hadid’s enduring impact on architecture and design as a whole is undeniable. The world experienced a great loss when she passed away in 2016. Her strong, creative spirit lives on through her work and the many people she’s inspired.
“When people see something fantastic they think that it’s not possible to achieve it in real life. But that’s not true. You can achieve amazing things.”
Zaha Hadid, The Guardian Interview “Zaha Hadid: I Don’t Make Nice Little Buildings”
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.
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.”
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.
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.
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.
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.
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.
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.
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.
This May 5th, organizations around the world are coming together for #GivingTuesdayNow, a new global day that celebrates generosity and unity in response to COVID-19. As a Pledge 1% member, Smith Design has committed to leveraging our assets to have an impact, and now– more than ever– we are rallying our teams and partners to give back.
As a way to give back to our frontline heroes, Smith Design participated in FLAG, Front Line Appreciation Group. The group was started by 2 women in New Jersey and has grown nationwide. Their mission is to ensure that frontline workers are fed and cared for. Our team joined their cause by filling out Flag Fuel Boxes. These Fuel Boxes provide food and words of encouragement for the frontline and essential workers who are helping all of us during this time.
Supplies for the boxes were purchased and donated by Smith Design. 7 employees and their families packed the care packages and wrote personal notes for the heroes. We designed a sticker to emphasize our appreciation. Together, we completed 172 boxes!
We can’t thank our frontline workers enough for all that they are doing.
This pandemic is affecting every person on Earth. Only together will we heal and recover. We encourage you to join us and other members of the business community in giving whatever you can to help. Together, we are a force for good.
To learn more about Pledge 1% or to access their tools and resources for companies to navigate this pandemic visit www.pledge1percent.org.covid19.
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 featuring acclaimed graphic designer, illustrator, silk-screen printer, and author, Teresa Sdralevich.
Sdralevich is a highly regarded designer of posters that hold social, cultural, and political relevance. Her impactful work has reached all corners of the world.
#standupforhumanrights Poster for the 70th Anniversary of the Universal Declaration of Human Rights
She has also illustrated many books for young readers, published across Europe.
Sdralevich’s 2018 book “Poster Power! Great Posters and How To Make Them” received a British Design and Production Award & is referenced as a source of truth and inspiration for designers of all ages. What makes the book so special is that it is uniquely personal – Sdralevich’s sharp humor and wisdom, both informative and engaging, is evident in the interactive pages.
Her style is playful and lyrical, every mark made is both purposeful and expressive. You can see the influences of Keith Haring and Basquiat in her naive, simple characterizations while the messages have a clever sophistication. As graphic artists, we are all challenged to distill down complex themes into simple visual messages which is what Teresa Sdralevich does so brilliantly. We can all learn from her simple, straightforward, no-nonsense style.
Sdralevich is currently based in Brussels, where she continues to hone her craft, but she can be found traveling all over the world to lead workshops or participate in poster events.
Through her art, books, and workshops, Teresa Sdralevich is truly making a positive impact on the world and on the minds of aspiring designers. To learn more and see her work, visit her website, Instagram, or Facebook.
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.
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.
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 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.
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.
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.
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.
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