Date
2024
Client
Smash Foods
Smash Foods
GROWING FROM PRODUCT TO BRAND
Chia Smash was ready to spread out. Their first product — a cleaned-up, fruit-first, superfood jam — had caught the attention and taste buds of retailers and consumers alike. As they were ready to expand into toaster pastries, snack bites and beyond, they called on us to help them evolve to Smash Foods, going from a single product to a master brand that could live across multiple categories. This brand didn’t need fixing; it needed to grow strategically.
Work
{{smash-lid}}
SMASHING, IN ALL THE RIGHT WAYS
Our goal was to make Smash Foods jam-forward, approachable and all-family. We amplified what was already working, like the colors and fruit. But the brand mark needed to command more attention on the shelf. We pumped it up by taking the drippy, jammy ligatures into the letterforms — but resisted the temptation to make it too intense, loud or messy. Getting the personality right was critical to building something that felt like a bold, fresh, natural evolution.
BOLD IS OUR JAM
As we analyzed the category we noticed most jam brands don’t show the jam itself, instead leaning on predictable fruit flavor cues. Smash is proud of their jam, and we wanted to make that element a key part of uniting their portfolio. We developed a photo strategy to capture the perfect “jam smash” that felt playful and tasty. And we built out more master brand elements like the chia seed lid pattern. With delicious products in the pipeline, and a jammy brand identity to match, Smash Foods is ready to spread out and grow.
