Smak Dab is a delicious Winnipeg-based gourmet mustard brand. As a fast growing business, they were looking for a refreshed representation of their brand that is true to the youthful and creative nature of its founder. Through thoughtful art direction, brand narrative, and photography, we developed Smak Dab’s new website, business card, marketing materials and a social media campaign on Instagram to support the launch of the new website and a new mustard flavour.
Clean imagery with strong brand colours allow the logotype room to shine.
Recognizable, clean and minimalist photography make this product easy to identify. Creating a sense of play with the product sets the brand apart from other competitors.
Textural, experimental and intentional, sets the brand for experimentation and uniqueness in a competitive and saturated market.
Minimalist backdrops allow the product to jump off the page, and allow a refined and dignified atmosphere.
Take home recipe cards are simple and accessible for offline members of the target audience. These free giveaways are easily kept in a recipe box, binder or kitchen. They are effectively passed on in grocery stores, markets, and incorporated into displays.
The website is minimal, modern and elegant. The photography and art direction is immediately recognizable from the landing page.
A variety of original recipes was developed for ongoing blog content to promote the brand as a premium cooking ingredient.
Styled shots of recipes create a relatable and engaging atmosphere.
Ingredient pairing and preparation shots reinforce the product as an ingredient to be added to cooking, and not simply a condiment.
Communal table styled shoots create an atmosphere, and context for the brand values.
Cookbooklets featuring recipes and lifestyle photography turn into cherished keepsakes of inspiration for the user.
Sweet, simple and accessible, it is full of easy to follow information that lends itself to seasonal ingredients.
The eNewsletters are engaging and dynamic with links to local events, pop-ups, recipes and videos. They are full of goodies for the receiver.
The Instagram feed is highly organized, and content is created to match the rest of the seasonal marketing materials. Chronologically, the feed shows growth and expression of the brand across seasons. Illustration helps break up the textured and dense images, adding structure.