Crafting a Healthy Snacking Brand
from the Ground Up
Brand
Year
Team / Unit
Tags
Smaack
2023
ID8NXT
Brand Design, Packaging design, Brand Identity
CHALLENGE
Smaack set out to disrupt the healthy snacking market in India with a range of jowar-based puffs. As a new brand, it needed to build everything from the ground up a compelling identity, strong retail presence, and digital visibility. The challenge was to balance credibility with approachability and to ensure that Smaack’s visual identity could cut through a competitive shelf environment while still appealing to modern, health-conscious consumers.
STRATEGY / BIG IDEA
I collaborated with our design and strategy teams to define Smaack’s core essence energy with purpose. We aimed to make the brand feel youthful, clean, and instantly trustworthy. Our strategy combined bold packaging design with a friendly tone of voice that encouraged healthier choices without sounding preachy. The focus was on creating a consistent experience across physical and digital spaces, ensuring that the brand’s personality remained vibrant wherever it appeared.
EXECUTION
We built Smaack’s brand identity from scratch, starting with logo creation and color system. Packaging was designed to stand out on retail shelves while maintaining clarity of information and strong recall value. My team also designed point-of-sale materials such as display stands, testers, and event booths to support launch activations. On the digital front, we developed the brand’s website and social media presence, ensuring the same energy and consistency carried through to every platform. Each design decision reinforced a sense of freshness and credibility that helped Smaack position itself as both fun and health-focused.
OUTCOME
Smaack launched with a complete, market-ready brand ecosystem that connected with both retailers and end consumers. The packaging received strong feedback for its visual appeal and clarity, while event activations built immediate interest among early adopters. The cohesive brand presence across offline and digital touchpoints created a memorable identity that felt modern, local, and full of life. This project was a clear demonstration of how a young brand, when strategically designed from foundation to finish, can confidently enter a competitive category and make an impact.