Smith Design
Smith Design is a Morristown, NJ-based strategic branding and package design agency founded in 1979. The boutique firm serves enterprise CPG clients including Dial, Green Giant, NutriBullet, and SunnyD with brand strategy, packaging, 3D rendering, and in-house production.
- Company typePrivate
- Founded1980
- HeadquartersMorristown, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Smith Design does
Smith Design is a strategic branding and package design agency founded in 1979 and headquartered in Morristown, New Jersey. The firm serves consumer packaged goods (CPG) brands, B2B clients, and government/non-profit organizations, delivering brand strategy, structural and graphic packaging design, 3D CGI rendering, motion/animation, and an in-house photography and video studio equipped with a working kitchen for food-grade product shoots. President and CEO Jenna Smith leads a privately held, independent team of 1-10 employees.
The agency's offering combines upstream strategy (positioning, naming, brand systems) with downstream execution (primary and secondary packaging, retail activations, digital assets) for clients such as Henkel (Dial), B&G Foods (Green Giant, SPAM, Planters), Conair (NutriBullet, Magic Bullet), Sunny Delight (SunnyD), Bona, Nextrition, and ELOS. Production workflows increasingly incorporate Adobe Firefly for AI-assisted image generation during ideation, alongside traditional illustration, digital retouching, and 3D visualisation tools that allow rapid prototyping before press.
Revenue is generated through project-based fees and retainer arrangements with custom pricing. The firm holds WBENC certification as a woman-owned business and earned an EcoVadis Silver sustainability rating in 2026, both of which align the agency with corporate vendor-diversity and ESG-procured creative mandates. Recent award wins include Pentawards Silver 2024 for Nextrition packaging design.
Smith Design firmographics
Firmographics- Name
- Smith Design
- Legal name
- Smith Design
- Website
- https://smithdesign.com
- Company type
- Private
- Founded year
- 1980
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Smith Design is a Morristown, NJ-based strategic branding and package design agency founded in 1979. The boutique firm serves enterprise CPG clients including Dial, Green Giant, NutriBullet, and SunnyD with brand strategy, packaging, 3D rendering, and in-house production.
- Ownership category
- akta.pro rank
Smith Design industry classification
Industry- Product category
- Brand & Packaging Design Services
- NAICS
- Graphic Design Services (541430)
- SIC
- Services-Mailing, Reproduction, Commercial Art & Photography (7330)
- akta.pro primary industry
- Packaging & Brand Identity Creative Agencies (MPAAAAAN)
- akta.pro secondary industries
- Visual Identity & Brand Design Systems (BPAFAEAC), Exhibition, Retail & Experiential Design (BPAHAKAL)
Keywords
Where Smith Design is headquartered
LocationHeadquarters
- HQ city
- Morristown
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Smith Design business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Professional Services Revenue: Smith Design generates revenue through billable professional services engagements including brand strategy, identity design, packaging design, photography, video production, digital services, copywriting, print production, and campaign activation. As a design agency, they work on project-based and retainer arrangements with consumer brands to develop and execute their branding and packaging initiatives.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom project-based pricing tailored to client scope and requirements |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels8 records
Smith Design product offering
Product offeringCore offering
Smith Design is a strategic branding and package design agency that delivers end-to-end creative services for consumer brands, including brand strategy and positioning, visual identity design, packaging design, photography and video production, digital and social media, copywriting, print production, and omnichannel campaign activation. The agency pairs in-house production capabilities (studio, food styling kitchen lab, 3D rendering) with Adobe Firefly generative AI to execute rebrands, product launches, and integrated omnichannel campaigns for CPG companies and other brand owners.
Product overview
Smith Design is an independent strategic branding and package design agency with over 45 years of experience. The company operates as a full-service creative agency offering brand strategy and positioning, brand identity design and extensions, package design, photography, video and illustration, digital/web/social media services, print production, copywriting, and campaign activation. The agency's service offerings are organized into four strategic pillars: Strategy (discovery, positioning, naming, competitive analysis), Creative (design, storytelling, brand expression), Realization (production, implementation, vendor management), and Activation (omnichannel campaigns, retail execution, digital marketing). The portfolio includes case studies with major CPG brands such as Dial, Bona, Nextrition, Green Giant, Magic Bullet/NutriBullet, and a recent brand launch for ELOS functional beverage at Expo West 2026.
Differentiator
Problem solved
Functional benefit
Products and services
- Brand Strategy & Positioning
Quantifiable outcome
- Nextrition earned Silver in the Pet Products category at the 2024 Pentawards
- +2 more outcomes
Companies that use Smith Design
Customer profileNamed customers10 records
Segments3 records
Ideal customer profiles4 records
Smith Design technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability7 records
Feature4 records
Smith Design partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- B&G FoodscoreSmith Design has partnered with B&G Foods since their acquisition of Green Giant to introduce innovative products to the freezer aisle. The partnership encompasses strategic positioning, package design, omnichannel activation, website design and development, recipe creation, photography, motion, video, and social media content strategy for ongoing innovation launches.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Smith Design competitors and assessment
Company assessmentBroad incumbents
- Lippincott: Brand strategy and design consultancy working with Fortune 500 brands. Competes with Smith Design for high-end positioning, identity, and brand expression engagements.
- Interbrand: Global brand consulting firm offering strategy, identity, and packaging services. Overlaps with Smith Design's Strategy and Creative pillars for enterprise CPG clients.
- Landor & Fitch: Global brand strategy and design consultancy (WPP). Larger incumbent with broader service portfolio that competes for the same CPG brand strategy and packaging briefs as Smith Design.
- Bulletproof (Omnicom): Packaging and brand design agency now part of Omnicom. Larger incumbent competing for the same CPG packaging redesign work Smith Design delivers.
Direct peers
- Pentagram: Largest independent brand and packaging design firm with a partner-led model. Direct competitor for CPG brand identity, packaging, and omnichannel design engagements of the type Smith Design delivers.
- Pearlfisher: Boutique brand and packaging design agency specializing in CPG and beauty brands. Closely comparable to Smith Design in size, CPG focus, and integrated brand-to-shelf deliverables.
- Stranger & Stranger: Independent design studio specializing in packaging design for premium wine, spirits, and food brands. Closely comparable boutique peer on packaging craft and category focus.
- Turner Duckworth: Award-winning brand and packaging design studio with deep CPG heritage (e.g., Coca-Cola, Budweiser). Direct peer for large-brand packaging redesigns and visual identity work.
- Mucca: Independent brand and packaging design agency with a CPG-heavy portfolio. Direct peer for integrated brand identity, packaging, and retail-activation work.
- BrandOpus: Independent brand strategy and design agency with a strong CPG and packaging focus. Mid-sized direct peer comparable in service mix and client profile.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks7 records
Key highlights7 records
Customer concentration
Smith Design social profiles
Digital presenceSmith Design compliance and trust
Trust signalCompliance3 records
Smith Design financial estimates
Financial estimateRevenue estimate
Valuation estimate
Smith Design leadership team
Management profileNumber of profiles
Profiles1 record
Smith Design funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Smith Design M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Smith Design
What does Smith Design do?
Smith Design is a strategic branding and package design agency that delivers end-to-end creative services for consumer brands, including brand strategy and positioning, visual identity design, packaging design, photography and video production, digital and social media, copywriting, print production, and omnichannel campaign activation. The agency pairs in-house production capabilities (studio, food styling kitchen lab, 3D rendering) with Adobe Firefly generative AI to execute rebrands, product launches, and integrated omnichannel campaigns for CPG companies and other brand owners.
Is Smith Design a public or private company?
Smith Design is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Smith Design founded?
Smith Design was founded in 1980. It employs 1 to 10 people.
Where is Smith Design based?
Smith Design is headquartered in Morristown, United States, in the North America region.
How does Smith Design make money?
One revenue line is on record: professional Services Revenue.
Who are Smith Design's main competitors?
Broad incumbents on record are Lippincott, Interbrand, Landor & Fitch and Bulletproof (Omnicom). Direct peers are Pentagram, Pearlfisher, Stranger & Stranger, Turner Duckworth, Mucca and BrandOpus.
Does Smith Design have an API?
No public API is recorded for Smith Design.
What industry is Smith Design in?
Smith Design's product category is Brand & Packaging Design Services. Its primary akta.pro industry code is MPAAAAAN, Packaging & Brand Identity Creative Agencies, with a secondary code of BPAFAEAC, Visual Identity & Brand Design Systems. Its NAICS code is 541430 and its SIC code is 7330.