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
To get the most from the new “care” positioning for the ALL Laundry portfolio, we needed a design approach that would unify a multitude of products with clear differentiation within the expanding lineup.

SOLUTION
We simplified the design to remove any conflicting elements and enhance function while adding a personal touch with a handwritten “Care Beyond Clean” tagline. Ultimately we extended the design across 15+ varieties in multiple scents and sizes.

• POSITIONING VISUALIZATION
• CONCEPT IDEATION
• BRAND & PACKAGE DESIGN
• LINE EXTENSIONS
• ICON DEVELOPMENT
• POINT OF SALE

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