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Smith & Co


Packaging Design

Art Direction

Visual Identity


Creative Strategy

Smith & Co is inspired by the simple life of the early New Zealand, when the pace was slower and life was simpler. Valuing craftsmanship, functionality and longevity. Smith & Co range is designed to be practical household items that can be reusable, developed to bring hand crafted and elixirs into the market. The products are mindfully made goods that celebrate the story of their makers. Designed with intention and sustainability in mind.

Reflecting on the key values of the brand, I was involved in the full creative process of designing the packaging, typography, brand colours, managing the conscious material choices for labels, vessels, boxes and additional collateral. My other roles included creating an inviting digital presence, marketing the brand, managing and designing social content and directing campaign shoots.

The Story

The Smith & Co customer lives a simple life. They enjoy simple moments and the benefits of well crafted products. They maintain a holistic approach to living, care about what they’re using and understand the benefits of simple pleasures. Our founder Sarah was inspired by her father's Smith way of life in the 1920s, from simple actions of gardening, preserving, cooking and crafting. This influenced her to create Smith & Co - practical products for everyday use.


Created honest, well curated environments that best represents Smith & Co brand values, expressed through the use of natural materials, handcrafted design and beautifully made in New Zealand products. Delivered visual experiences for international trade fairs, retail merchandising for stores, organise local events and international activations. Executed creative material and designed seasonal product ranges to go with these experiences.


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