—— 1927 S’MORES CO.
Rebranding a campfire classic.
BRAND VOICE & TONE, RETAIL MESSAGING
1927 S’mores Company set out to redefine the s’more experience. Business was booming, but their branding? It didn’t quite match the elevated experience they were going for. After testing a few flavors and unsticking the marshmallow from our fingers, we got to work on a full-fledged brand refresh complete with a logo, color exploration, photo direction, and messaging approach.
Reimagining the s’more experience
Our goal was to create a brand experience that was as delicious as it was memorable—something that was both nostalgic and modern, playful and sophisticated. With hand-drawn letterforms, a warm color palette, and a suite of custom illustrations, we crafted each element to feel entirely made from scratch.
When it came to carving out a distinct voice, we crafted a story that evokes the warmth and comfort of a campfire while hinting at the elevated, gourmet experience that awaits. The brand manifesto, which encapsulates this unique blend of old and new, became the foundation of 1927 with a prominent feature on the updated packaging.
Made possible by the talented team at Owen Jones.
COPYWRITER
Alyson Burke
INTERN COPYWRITER
Grace Grim
CREATIVE DIRECTOR
Rusty Grim
ART DIRECTOR
Rachel Avallone