Background
Brands are increasingly looking for ways to create more of a lifestyle experience around their products. For that reason, many are branching out into categories beyond their primary industry. Like fashion. So why not grab Smucker's, a brand that is mostly associated with lifestyle and food, be brought over into the world of fashion?
This project was created in trying to revitalize and bring a youthful glow to a company that is traditionally seen as very family-oriented and “vintage” like. The challenge was to try and have it appeal to the younger demographic by looking towards current fashion trends and personifying Smucker's into this bright, friendly, and fashionable brand. Smucker's is more than just a fruit spread and toast condiment company, but a fully integrated everyday lifestyle brand.
