Visual identity & packaging system

Eat Smart


Eat Smart believes that the food you should eat can also be the food you want to eat. Everybody can agree that vegetables are healthy, but are they always exciting? To change this perception, Eat Smart leveraged their deep-knowledge of vegetables and other delicious ingredients to deliver meals people love. All of this was in-the-bag, unfortunately the bag did not reflect what was inside.


Gilmour Craves rebuilt the entire Eat Smart brand identity and package architecture from the top-down. Fundamentals included a re-imagined logotype, brand voice, typography selection, Illustration, and photography style. The end-result positions Eat Smart as a direct competitor to industry segment leader Taylor Farms.

  • Identity design

  • Brand standards

  • Packaging architecture and design

  • Point of purchase design

  • Social & display campaigns

Product photography
Lifestyle Photography

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