Smith Design ( recently helped to relaunch the iconic Green Giant® brand, a 100-year-old heritage brand, to reconnect with today’s health-minded consumers and their increasing demand for nutritious, time-saving food options that match their on-the-go lifestyles. 

Employing a mission-based strategy to help America eat more veggies at meal time and using its heroic Jolly Green Giant® icon as its calling card, Smith Design developed a robust top down visual strategy for the brand and all the design aspects to support it, including brand and package design, photography for pack and recipes, layout of refreshed website, FSI and signage.

Smith Design developed package graphics for 15 new and innovative product SKUs: Veggie Tots, Riced Veggies, Mashed Cauliflower and Roasted Veggies – all contemporary formats of nutritious and convenient vegetables, a natural move for Green Giant in lieu of carb-rich and high-caloric competitive meal solutions. The packaging aesthetic is clean, inviting and appetizing.

Due diligence was spent on giving the Green Giant masterbrand identity a more authoritative presence, acting as an engaging health halo across brand efforts. The Green Giant visual solution is engaging, health-minded and contemporary while staying true to its classic Americana roots.