Creative Direction · Embedded Partnership · Brand-directed Modernization
Smithfield Foods is a major American food company with a portfolio of 15+ brands.
You’ve tasted
SMITHFIELD FOODS
Smithfield’s iconic portfolio spans over a dozen distinct food brands. In a crowded category full of digitally savvy challengers, Smithfield needed a web design system that balanced scalability and individuality, allowing each brand’s site to look unmistakably its own. We created a flexible design system with fully custom components and brand moments, helping bring each brand’s bespoke advertising touchpoints to life on the web.
We Speak Pork
Sizzle, sizzle
CAMPAIGN, DIGITALLY
Using out-of-the-box thinking we brainstormed with our client partners on the digital expression of the campaign through quizzes, motion, and even an ASMR sound bath with the delicious sound of bacon sizzling.
DESIGN SYSTEM REVAMP
We used this creative refresh opportunity to help revamp the design system to support the new campaign guidance as well as extend it to the 14 other brand libraries we manage for Smithfield.
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100% Beef, 100% New York
A New York classic
ICONIC BRAND, ICONIC DESIGN
A brand with decades of history has fans who notice when anything changes, so bringing it into the future was no easy feat. We kept the look and personality people already recognize, then rebuilt the user experience.
BRAND EXPRESSION
This brand is known not only in New York but nation-wide. By breaking the Smithfield brand sites out of a templated site approach, we could incorporate more of the illustrative elements and patterns that are recognizably Nathan’s.
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Welcome to the Eckrich Home
Touchdown
ANIMATION AND BOLD BITES
We took the bold graphics, photography, and style approach from the Welcome to the Eckrich Home campaign and helped tell a deeper story on the website with animation and dynamism that align with the original creative vision.
ESTABLISHING A STYLE
Eckrich’s creative refresh set the look, and the work was carrying it past the homepage into the pages that change with the calendar. We extended the refresh’s guidelines into seasonal content and sweepstakes, so a campaign like Eckrich Extra Yard feels like part of the same site instead of a page bolted on for a few weeks.
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