### Developing a RTD consumers pick over Slate and category leaders.
Client: Rello
Rello is a startup in the RTD protein category, created for consumers who demand clean, high-performance nutrition in a product that also looks the part. With 30 grams of protein, five grams of creatine, and a no-compromise ingredient list, the brand speaks to active consumers who care as much about what’s in the product as how it’s presented. As a challenger with no existing awareness, Rello needed packaging that could immediately convey credibility, stand out on shelf, and compete visually with well-known incumbents.
### 34pt increase in purchase intent for America's fastest-growing premium pet food brand.
Client: Nulo
Nulo, a leader in premium pet nutrition, faced a critical juncture in its growth trajectory. As the brand prepared to expand into the high-growth premium treats segment, it needed to ensure strong brand recall without compromising the equity built in its successful pet food line. The challenge was to create a cohesive visual system that would maintain consistency across SKUs while reinforcing shelf presence in an increasingly crowded market.
### Elevating shelf impact for America's #1 specialty cleaner brand.
Client: Weiman
Weiman, a leading specialty cleaner brand with deep household penetration, needed to maintain relevance and attract new consumers in an increasingly crowded and competitive category.
Following our Path To Performance™ process, we identified which equities to preserve and where the brand needed to evolve. Rather than overhauling what consumers already trusted, we modernized Weiman’s brand positioning and packaging to enhance shelf performance without disrupting familiarity.
The new design system introduced a unified architecture centered on a bold shield icon as the key reason-to-believe. Surface-specific visuals helped clarify product use, and streamlined 3-in-1 messaging delivered immediate benefit comprehension. Every element was built to increase shopability and drive purchase behavior in real-world retail environments.
### Renovating a best-selling sachet brand for broader consumer adoption in mass retail.
Client: Fresh Scents
Fresh Scents is a best-selling fragrance sachet brand with a loyal following in boutique and specialty retail channels. Known for premium scents and elegant presentation, the brand set out to expand into mass retail while maintaining its elevated appeal.
Their original packaging lacked clear product messaging, consistent brand expression, and effective shelf navigation. All barriers to consumer understanding and broader appeal.
### 9PT increase in purchase intent for a leader in plant-based nutrition.
Client: Vega Nutrition
Vega Nutrition, once the #1 plant based sports nutrition brand in the US, needed a turnaround – and fast. Although they were the category originators, the brand had failed to remain differentiated in a sea of new competitors like Orgain and Garden of Eden. Vega came to SmashBrand seeking not just a validated redesign, but a renewed positioning to improve distinction and drive loyalty and price premium in an increasingly commoditized category.
Initial consumer testing revealed that while brand equity remained strong with core consumers, their brand identity did not link to the primary category purchase driver, and their architecture created barriers to category navigation and limited appeal with mainstream nutrition shoppers.
Using our iterative design, test, and learn methodology with category shoppers, we validated a new three-tier architecture (Premium, Performance, Essentials) that simplified consumer decision-making at shelf.
### Outperforming category leader with 19pt boost in purchase intent.
Client: Ollie
Ollie, a rapidly growing direct-to-consumer pet food brand, sought to expand into retail channels, starting with Petco. However, their existing packaging underperformed in communicating the premium quality of their fresh, human-grade dog food made from whole ingredients. To compete effectively against established brands at shelf, Ollie needed packaging that would clearly convey their product benefits and drive strong visibility in a retail environment.
### America’s #1 outdoor cleaning brand gets a shelf-ready upgrade to win new consumers at retail.
Client: 30-Seconds
The legacy packaging system relied on functional trust and brand familiarity which was enough to keep repeat buyers engaged but invisible to the growth target. Younger homeowners, especially Millennials entering the DIY category, didn’t recognize the brand’s value. Shelf clutter and lack of visual hierarchy made it difficult to decode which product did what and why it is better than other solutions – like hiring a Pro.
Our research uncovered growth opportunities with younger, project-based consumers seeking simple, powerful outdoor solutions. These audiences wanted quick results, ease of use, and products that felt more like tools than chores.
### Repositioning G Fuel propels category leadership and $350M in revenue.
Client: GFuel
G Fuel sought to transition from a niche sports supplement to a dominant player in the competitive gaming beverage category. Our data-driven approach focused on developing a strategic brand position that would resonate deeply with the core gamer audience while differentiating G Fuel in a crowded energy drink market. By leveraging consumer insights and key opinion leaders, our goal was to drive rapid adoption and brand loyalty within this tight-knit community.
Our data-driven process generated sixteen distinct brand concepts evaluated through multiple rounds of consumer testing. This methodology ensured that every decision was backed by actionable data, resulting in a winning strategy that delivered a 42-point lift in purchase intent among the target audience compared to leading energy drink competitors.
### 13pt purchase intent lift drives double-digit sales gains at national retail.
Client: Aspire Energy
Aspire, a fast-growing brand in the energy drink category, recently claimed the 12th spot in top sales rankings with a notable 76% year-over-year growth. To sustain its momentum and deepen brand loyalty, Aspire needed a packaging refresh that would resonate more strongly with female caffeine consumers who prefer brands like Celsius, Diet Coke, and Starbucks.
### Disrupting the laundry aisle with eco-friendly innovation.
Client: Earth Breeze
Earth Breeze, the pioneer in eco-friendly laundry sheets, needed to translate its e-commerce success into brick-and-mortar retail performance. The challenge was clear: stand out in a crowded category dominated by established brands while convincing mainstream shoppers of the cleaning power and environmental benefits of laundry detergent sheets.
