Smoo
A smoothie brand with a face — built in a four-day sprint.
The brief
Smoo is a smoothie bar identity: a name that’s already a mouthful of a sound, and a product that’s bright, fresh and fun. The brand needed to feel the same on a cup, a shopfront and a phone screen.
It also needed to happen fast. The whole identity — concepts, master files, pattern and mockups — came together over four days in April.
The challenge
Fun is easy to overdo. Fruit illustrations, drips and ‘fresh’ scripts are the category clichés; the mark needed one idea done properly, not five done loosely.
The approach
01 / 04- 01
Discovery
The name did most of the talking. ‘Smoo’ is short, round and friendly — the letterforms could carry the personality on their own.
- 02
Concepts
Three directions: fruit-slice O’s on yellow, a pair of eyes hidden in the M on sage, and an outlined retro wordmark with a cup and lime wedge on pink.
- 03
Refinement
The final mark merged the two strongest ideas: the M’s humps became a pair of googly eyes with eyebrows, and the double O became two kiwi cross-sections.
- 04
Rollout
Primary and inverted logos, a standalone M brandmark for door decals and icons, a repeat pattern for cups and windows, and an Instagram launch graphic.
The identity
A chunky, rounded wordmark where the letters do the illustrating: eyes in the M, kiwi slices for the O’s. It reads at a glance, and it’s hard not to smile at.
One green and one pale sage, plus the lime and dark seeds of the kiwi — a palette that stays fresh without needing a rainbow.
The rollout
Signage01
Packaging02
Signage03The result
A complete, usable identity in four days — proof that a small brand doesn’t need a long process, just a clear idea.
The M brandmark gives Smoo something most small food brands lack: a symbol that works on its own, on a door, a lid or an app icon.
