Smart
End-to-end product design, packaging, and retail strategy for a range of home appliances, from concept through Amazon to a dedicated e-commerce platform.
View the site
View the site
Context
SMART is the in-house product brand of SMA Worldwide, built around a range of home appliances designed for everyday cooking and entertaining. The brief was to take the products from concept to market, designing the physical product aesthetics, packaging, and retail presence across multiple channels. The range covers five products: Breakfast Master, Pasta Maker, Snow Cone Maker, Waffle Grill 3-in-1, and Popcorn Kettle Maker.
problem
The products needed a coherent brand identity and retail presence built from zero. There was no existing visual language for the SMART range, no packaging system, and no retail strategy. Each product needed to look like part of a considered family, distinctive enough to stand out on a listing page, consistent enough to build brand recognition across the range.
APPRoACH
Discovery
Researched the home appliance and kitchen gadget market across Amazon and major UK retailers to understand how competing products were positioned visually and commercially. Identified that most products in this category leaned on generic packaging and lifestyle photography, leaving clear space for a more considered, design-led approach.
Strategy
Build the SMART range as a cohesive product family with a visual system that could scale as new SKUs were added. Launch on Amazon to generate initial sales velocity and market feedback, then transition to owned channels to improve margin and brand control.
Brand identity
Developed the visual language for the SMART product range, colour system, typography, and graphic language applied consistently across all five products. The identity needed to feel premium enough to justify the purchase while remaining accessible for a mainstream retail audience.
design
Designed the product aesthetics and full packaging system for all five SKUs, Breakfast Master, Pasta Maker, Snow Cone Maker, Waffle Grill 3-in-1, and Popcorn Kettle Maker. Created Amazon listing artwork including main images, lifestyle shots direction, infographic panels, and A+ content to maximise conversion on the platform.
build
Alongside the OTM e-commerce platform build, the SMART products were integrated into a dedicated product presence on Webflow, giving the range a proper brand home outside of Amazon and retail marketplaces.
launch
Products launched on Amazon across all five SKUs. Following a strategic decision to move away from Amazon due to fee structure and brand control considerations, the range transitioned to Dunelm, where the products continue to sell, and to the owned e-commerce platform.
