Smolbol is a product of Mismi, a food company that brings quality natural products from South America to the North American market. This is a snack traditionally known in Brazil as the “peanut egg,” which is essentially a peanut covered in a processed layer of cassava.
The Smolbol brand celebrates novelty in the market while using fun and friendly design language in the form of illustrations and phrases that are inspired by the product’s form.
The product was very well received on Amazon (their main sales channel) and fits into a competitive market of snacks which demand healthy and clean products (determined by using a maximum of 6 ingredients that are easily recognizable on the label).
Healthy snacks are a trend in food
Created by a group of Brazilian entrepreneurs in the United States, the company wants to promote products with a clear purpose and relevant brands that can have a positive impact and strengthen the cultural link between South America and the US.
Our design vision called for an in-depth look at how these products would need to be positioned in order to meet real market demand. We decided to start with the snack market because it was valued at US$ 110,000 million in 2021.
Within this market, there is a strong desire for healthier products, and we envisioned that it would be a great opportunity to introduce foods with a positive impact, valuing natural ingredients from South American culture.
A bold brand for a “peanut egg”
To put these ideas into practice, we looked for well-established products in Brazil which had the potential to be well-received in the US.
Once we chose the traditional “peanut egg”, we defined a strategy for the product launch and the Visual Design team began to build the brand attributes.
The Smolbol brand highlights the novelty of the peanut egg in the American market with a whimsical and intelligent design language, making use of geometric shapes that extol roundness and “make fun” of the squareness.
It is common to see friendly faces in the illustrations, which resemble emojis, as well as phrases with jokes in promotional pieces, referencing the product. The predominant colors are black and white.
Smolbol: Product establishes itself in the American market
To test and understand how the product would resonate in the US market, online commerce proved to be a strategic option, as it allows for fast delivery and gathering feedback from consumers. Smolbol went up for sale on Amazon and the process helped gauge product acceptance.
The choice for this snack was special: peanuts are already well accepted in the American market, but the cassava egg covering brings a unique and exciting touch, referring to the culture of its country of origin.
In addition to creating novelty, it fits the trend of providing healthier snack options with clear value, and organic ingredients that are easily recognizable.