1927 S’mores Co.

A fresh take on a campfire classic.

A line drawing of mountains with a sun and a tent in the foreground, with a bear sitting near the tent.
Logo for S'mores Company, established in 1927.

BRAND VOICE DEVELOPMENT
BRAND GUIDELINES

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.

Vintage-style illustration of mountains, a sailboat, and a campfire on a beach with a green sidebar reading '1927 Pioneering the Gourmet's More Experience 1927'.

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.

Green storefront sign for S'mores Co., established in 1927, with mountain and pine tree illustrations.
A vintage-style snack cart with a black and white striped canopy, decorated with greenery and small jars, labeled "1927 S'mores co." featuring mountain and tent illustrations, parked against a white wall.
Design with two sections, left showing a beige background with the text '1927 S'mores Co.' and a circle with '1927', as well as words 'it's a CAMPFIRE', 'STATES OF MIND', and 'EVERY S'more HAS A STORY'. The right section has a dark green background with handwritten text recalling the origin of campfire s'mores in 1927, describing how they are handcrafted, and celebrating the tradition.

Made possible by the team at Owen Jones.

COPYWRITER
Alyson Burke

CREATIVE DIRECTOR
Rusty Grim

ART DIRECTOR
Rachel Avallone

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