CHALLENGE
The pet food industry is a diverse and crowded space, with competitors ranging from global legacy brands to disruptive start ups and bold challengers. American Pet Nutrition understood that Cold-Pressed pet food was in a unique position to disrupt the US market and bring a genuinely new and enticing narrative to the table. As the currently nonexistent middle ground between conventional kibble and expensive fresh, frozen, or raw food, Cold-Pressed food offers American consumers the opportunity to do better for their dogs without breaking the bank.

SOLUTION
To bring this exciting and innovative product to market Smith Design needed to consider not only the unique selling points of Cold-Pressed food, but also our target consumer, the existing category landscape, and the singular opportunities of the DTC channel. Smith Design did a thorough audit, strategy, positioning development, naming, and development of the full brand world for this unique new product within the DTC category.

Brand Identity

Package Design

Brand Guidelines

Website Design

CHALLENGE
Thomas Farms is run by Australian grassroot ranchers who take great pride in the animals and pastures. The brand was looking to strengthen and grow its US retail offerings. They engaged us to convey the brand’s point of difference and create a design system that would allow for future specialty lines of meat like Wagu and Venison. 

SOLUTION
We worked with Thomas Foods to examine consumer trends, category standards, and the competitive landscape and crafted an authentic brand strategy, positioning, and visual look and feel for Thomas Farms. Our design celebrates their pride in the land and animals. Complete with custom illustrations, type, and color ways the visual language clearly communicates the product benefits and the brand’s updated positioning.

Strategy
Brand Design
Package Design
Line Extensions
Web Design

CHALLENGE
Redesign Purex Laundry Detergent using the new brand positioning. Design must be able to capture/communicate the new positioning & identity of Purex laundry detergent and be supported by the 4-in-1 benefits construct. The packaging must be able to capture a consumer’s attention at-shelf in the first moment of truth and drive consideration amongst of sea of colorful, competitive detergent brands. 

SOLUTION
We developed a cohesive brand logo lock up by bringing modernity and simplicity to the Purex logo type and dialing up personality to the traditional holding shape by by adding an optimistic rainbow effect. The 4in1 offering was consistent across all SKUs and allowed space for sub-brands when 4in1 was not applied. All imagery was refreshed but maintained enough current cues for consumer shopability. 

Strategy
Brand Identity
Illustration
Package Design
Line Extensions

CHALLENGE
Buitoni is launching a brand refresh initiated by packaging to evolve and modernize the brand, while still making it attainable. The intent of the new positioning is to make Buitoni an inspiring American-Italian brand without losing the Italian roots. Now that there is alignment on a new brand identity, there is flexibility in the US market to build out the remainder of the look-and-feel to best fit objectives and resonate with the Buitoni target audience. We are taking this opportunity to update the Buitoni website to capture the brand spirit both visually and in providing the consumer a more inspiring and informative experience with the brand.

SOLUTION
Through graphics and copy to recipe development, photography, and user interaction, we strived to create a go-to site that engages consumers, inspires them to use the product in both traditional and new-and-exciting ways. Our Visual Language begins to create a new aesthetic that re-energizes the graphics, overall appearance, and user experience with the brand.

Strategy
Website Design
Motion Graphics
Digital
Brand Guidelines
Photography

CHALLENGE
Sesame Workshop was looking to refresh and modernize its global consumer product packaging design system, and it was imperative for it to have global consistency with a level of flexibility across many applications and modules. It also needed to consider balancing the marketing objectives of both the properties and the licensed partners.

SOLUTION
A decade had passed since the last redesign, and we knew it was necessary to conduct a deep dive into consumer trends, category standards, and the competitive landscape to understand where we could push the brand forward. Special consideration was given to various distribution tiers, building out an effective e-commerce packaging experience, and potential overarching sustainability strategies for partners. Our solution created a consumer packaging and activation system that fully brings the brand attributes to life and drives awareness of the brand’s mission. 

Brand Guidelines
Package Design
Illustration
Interactive Design

CHALLENGE
We partnered with Eggland’s Best to redesign the website for Born Free, a brand that offers free range and pasture raised eggs that respect the hens and the environment. The site needed to reflect the new brand positioning “True Freedom,” appeal to a new audience and function as an enticing lifestyle destination.

SOLUTION
From graphics and copy to recipe development and photography, each aspect of the website brings “True Freedom” to life: from the freedom the hens experience on open pastures to the freedom Born Free shoppers have to explore in the kitchen. The site is bold, vibrant and engaging, inviting guests into the Born Free world and offering inspiration at every turn.

Brand Identity
Package Design
Web Design
Social Media
Activation

CHALLENGE
Magic Bullet repositioned and rebranded to separate from its sister NutriBullet – to become the go-to brand for small format products with satisfying price points that offer quick cooking solutions. The brand needed a package design to match this new proposition.

SOLUTION
Smith Design responded by creating a compelling and exciting new presence at shelf and online. The new packaging supports the brand objectives and attributes - zesty, rousing, unexpected, and easy going. We translated these themes into our original photography – with bold colors, movement, enticing dishes and ingredients.

Brand Design
Package Design
Line Extensions
Photography
Packaging Guidelines

CHALLENGE
Entrees and side dishes are among the fastest growing refrigerated food categories, as consumers of all generations look to make home cooking more convenient. While the brand has a positive association among those who crave the flavors of traditional dinners that evoke a nostalgic sense of comfort, it lacked appetite appeal, lack of recognition and frequency of consumption.

SOLUTION
To focus the brand as a destination for versatile quick and easy comfort meals, Smith Design created a memorable new brand design to improve consumer recall and created a strong design architecture that dedicates ample real estate to the elevated and appetizing food photography.

Visual Strategy
Brand Design
Package Design
Line Extensions
Photography

CHALLENGE
bLüm is a refreshing blend of premium citrus, purified water and botanical extracts. To make a compelling entrance in the beverage space, the brand was looking for a fresh, uplifting and unmissable look.

SOLUTION
We partnered with the Citrus World team to bring this innovation to life, from ideation to creative concepting to final design. The brand world is fresh and lively, celebrating pure ingredients and capturing a spirit of celebration, enjoyment and self-care.

• STRATEGIC POSITIONING
• VISUALIZATION BOARDS
• BRAND & PACKAGE DESIGN
• LINE EXTENSIONS
• CONSUMER RESEARCH
• ILLUSTRATION
• ICON DEVELOPMENT
• PRDOUCTION REALIZATION

CHALLENGE
Royal Hollandia, makers of premium Dutch Cheese for over 120 years, were looking to make an entrance into the U.S. market with an elevated brand experience that would impress across all omnichannel touchpoints.

SOLUTION
Rich colors, enticing photography and subtle nods to the brand’s Dutch heritage brought the full brand world to life, from premium packaging to marketing collateral to the digital experience. All photography, recipe development and food styling were completed in our in-house studio.

• BRAND IDENTITY
• PACKAGE DESIGN
• LINE EXTENSIONS
• ACTIVATION
• MARKETING COLLATERAL
• PHOTOGRAPHY
• RECIPE DEVELOPMENT
• WEB SITE DESIGN

CHALLENGE
Robitussin Naturals marked a pivotal expansion of the Robitussin brand into the naturals space, solidifying “cough authority” ownership and appealing to a new ’natural-leaning’ consumer.

SOLUTION
Utilizing transparent structures with labels that clearly indicated a departure from the base brand, we incorporated visuals that aligned with the natural/homeopathic category. All illustrations were completed in-house.

• STRATEGIC POSITIONING
• VISUALIZATION BOARDS
• BRAND IDENTITY
• PACKAGE DESIGN
• ACTIVATION
• PHOTOGRAPHY
• ILLUSTRATION

CHALLENGE
When B&G acquired the Green Giant brand in 2016, Smith was engaged to create a first-to-market innovation product line of healthy frozen veggie alternatives. We knew that we would have to be nimble to deliver high-quality designs and promotional materials on an accelerated schedule.

SOLUTION
By being flexible and working as a team with our agency partners, Smith was able to go from concept to shelf in 9 months. At the request of the B&G team, we kept the Giant as primary equity. We also created a consistent message across our packaging, guidelines, a website, food photography, billboards, in-store activation, and free-standing inserts.

• CONCEPT IDEATION
• BRAND & PACKAGE DESIGN
• LINE EXTENSIONS
• PHOTOGRAPHY
• WEBSITE
• VISUAL STRATEGY FOR ACTIVATION
• IN-STORE & OUT-OF-STORE ACTIVATION

CHALLENGE
The Hershey Company wanted to create compelling graphics for a merchandising campaign for Winter 2019 and simultaneously develop new packaging for their baking chips line. The brand needed to be clear from any angle on the shelf.

SOLUTION
The Baking Chips redesign brought the familiar feel of Hershey’s candy into the baking aisle and, with it, the fun! The new design is ready to take on the competition with bold, distinctive graphics wrapped around every side of the packaging, so it always stands out from other brands.

• CONCEPT IDEATION
• PACKAGE DESIGN
• LINE EXTENSIONS
• PHOTOGRAPHY
• MERCHANDISING DESIGN
• IN-STORE ACTIVATION