A delicious snackapade

Hatch was tasked with reimaging a classic childhood snack into a new flavor adventure for Krave’s innovative natural-flavored marshmallow snack Smashmallow. Rooting the brand in adventure where flavor either transported you down memory lane or to a whole new place, we wanted to tap into nostalgia by creating a sense of a personal and sweet “snackapade”.

As lead designer, I led packaging and visual identity design for Smashmallow, developing a scalable illustration-led system designed to differentiate the brand within a crowded retail category while supporting flavor expansion, digital campaigns, and in-store merchandising.

The concept featured the flavored marshmallows as the centerpiece for the worlds that transported you to a snacking adventure. Each flavor had a distinct world and adventure it could transport you to. After creating the initial logo, packaging design, and illustrations, we teamed up with illustrator Owen Davey to take these worlds even further.