Tag: marketing

Summer Fancy Food Show 2025

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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! 

Designing Relevance: Keeping Brand Mascots Alive and Impactful

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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.

Integration of AI as Part of the Creative Process

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

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

GenAI – New Developments

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

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

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

Guess Which Images Are Made With AI?

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

GenAI – Governance

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

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

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

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

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

You can use AI to:

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

And now for the answers!

Conclusion

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

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

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

Bold Chaos Packaging Trend Is Turning Heads

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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.

Designing for the COVID Generation

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

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

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

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

Remote Photoshoots with Smith Design

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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!

Design for the Omnichannel Experience

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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!

Smith Spotlight #1

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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.

Brooke Shaden, Artist

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!  

Stay tuned for our next Smith Spotlight!

2020: Giving Back & Looking Forward

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

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

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

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

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

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

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

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

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

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

Back to School, Reimagined

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

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

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

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

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

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

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

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

Sources

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

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

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

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

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

The Growing Impact of Plant-Based Proteins

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

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

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

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

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

Source

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

Source

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

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

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

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

Women In Design – Yesenia Perez-Cruz

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

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

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

Source

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

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

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

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

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

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

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

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

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

The Future of Influencer Marketing

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

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

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

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

@toolsthatbuild

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

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

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

@emmachamberlain

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

@collegecleaneating

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

Sources:

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

nytimes.com

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

Women In Design – Maira Kalman

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

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

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

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

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

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

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

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

Sources:

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

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

Through a Lens: How Gen-Z Views Food

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“Gen-Z”. The generation under the scrutiny of marketers who want to understand their shopping preferences, their consumer habits, and TikTok. Generally speaking, this generation is an ethnically diverse, socially-conscious group of digital natives who are growing up with unprecedented access to technology. As this group of people (born between 1995-2015) gets older, their impact on all industries, including the food and restaurant industry, is becoming increasingly evident. 

This generation is practical and realistic. They crave authenticity, which causes them to opt away from artificial ingredients and preservatives if they can help it. Ethical and sustainable sourcing is also important to them, as they are careful about the impact their actions have on the greater good. Studies show that Gen-Z is more eager than previous generations to go meatless, 79% of the generation wanting to at least reduce their overall meat intake in an effort to be more sustainable. As major influencers of the rise in popularity of veganism, they will find it odd if a brand or restaurant does not offer vegan and/or vegetarian options. In addition to wanting to see food brands be inclusive with their dining options, they especially appreciate brands that engage with relevant trends, and in some cases, politics. 

As Melissa Abbott explained in Food Business News, Gen-Z is all about transparency. “Gen Z is the first generation to completely grow up in the digital age, so to them there is no question that can be unanswered. This is really affecting the food that they eat because they want to know where it’s from, how’s it grown, who made it.” Perceptions of shadiness won’t be tolerated by these consumers. A good example of transparency that would resonate with Gen-Z is Grass Roots’ pasture-raised meat. They explain the mission and pasture-raised farm methods behind their products, and even emphasize transparency in their shipping process. Their digital presence is engaging and their message is clear. 

At the center of many stereotypical jokes about this younger crowd is the trend of photographing and posting meals on social media. This habit doesn’t come as a surprise, as this generation accounts for about 75% of Instagram users. In reality, the act of pausing for a moment to appreciate the meal and share it with others actually makes the meal more satisfying. A study from the Journal of Consumer Marketing found that the attention to detail and delay in gratification has a positive effect on the senses. 

Brands and restaurants can benefit from creating a digital relationship with their consumers through social media. It only makes sense to engage with consumers where they spend time – and in many cases for food, that is Instagram. An Instagrammable dish seen on social media is a call to action for these adventurous eaters.

In addition to Instagram, TikTok is also having a strong impact on this generation’s food trends and habits. Lots of food trends have gone viral on TikTok, especially with the help of the platform’s many food influencers. From cute cereal made out of tiny pancakes to recipes for full meals, TikTok’s bite-sized videos are perfect for sharing food content with Gen-Z.

Growing up with social media, Gen-Z’s digital attention moves at a fast pace. The short recipe videos through TikTok are this generation’s ideal way of learning to cook – convenient, clear, and fun. Brands can leverage this type of content to showcase how to cook with or use their products.

While Gen-Z eaters are adventurous and like a photogenic experience when it comes to food, they also appreciate convenience. Even before COVID-19, take out and drive through meals were increasing in popularity as younger people chose to take their food home and dine on their own terms. Often, this includes streaming something on the TV while eating. In this situation, the combination of convenient food and entertainment of their choice creates a tailored dining experience in the comfort of their home. Retail brands will benefit from this trend as well, as more and more grocery stores offer delivery or pickup options. 

It is key for brands to understand how Gen-Z’s conscious consumerism and digital habits affect their preferences in food and dining, and how those preferences will affect those industries as a whole. To learn more about generation z’s consumer habits, visit our POV analysis here. 

Sources:

A New Generation to Feed by American Egg Board

https://upserve.com/restaurant-insider/generation-z-new-food-trends/

https://www.ama.org/marketing-news/how-ben-jerrys-took-both-its-ice-cream-and-mission-global/

https://www.buzzfeed.com/racheldunkel/recipes-on-tiktok-that-have-my-mouth-watering

https://www.instagram.com/patriziasrestaurants/

Looking Back to Move Forward: How Nostalgia Sells Brands

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

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

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

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

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

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

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

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