A nostalgic brand concept that brings the favourite American campfire treat straight into UK homes.
Sector
Retail
Services
Brand strategy
Brand identity
Print design
Copywriting
Overview
United S’mores was built on a simple but brilliant idea — if you can get home kits for cocktails, pizzas, and everything in between, why not S’mores? This fun and nostalgic brand concept was created to bring the classic American campfire treat into UK’s homes, blending retro Americana with a bright, playful identity that feels as good as a warm marshmallow toasted over an open flame.
United S’Mores is all about rekindling the spirit of adventure and nostalgia, making it the perfect brand for a vibrant mix of festival-goers, foodies, and young-at-heart adventurers.
The United S’mores branding takes inspiration from old-school camping culture, scout badges and retro graphics.
A brand that feels like an experience
United S’Mores speaks directly to those who crave unique experiences and love to indulge in playful, hands-on activities.
The branding takes inspiration from old-school camping culture — scout badges and retro graphics. To really capture the sense of adventure, we went down the route of a flag-style custom-illustrated logo, nodding to its American roots. The flag’s pole that doubles as a marshmallow roasting stick. The colour palette pulls from the iconic red, white, and blue while weaving in the natural tones of the s’mores ingredients — crackers, marshmallows, and chocolate. Lively typography and witty phrases that play on pop culture reinforce the fun and hands-on experience of making S’mores.
The home delivery kits are the heart of United S’Mores; however, the brand was designed to live as a real-world experience. We considered every touchpoint for this concept, which include branded vans and festival stalls, serving ready-made s’mores to hungry crowds, and ultimately creating a direct connection with the community. The need for this adaptability developed into a strong, recognisable identity that works across everything from packaging and merchandise to signage and digital.
Loud, proud and full of flavour
United S’Mores is unapologetically bold, proudly celebrating its US origins using UK ingredients. Imagine the warmth of a campfire, the laughter of friends, and the sweet delight of perfectly toasted S’mores —all brought to life in a vibrant, immersive experience. This was a project where nostalgia met creativity, turning a simple idea into a fully realised brand that’s all about bringing people together around the fire, one melted marshmallow at a time.
Alongside an online store that would offer the United S’Mores Home Kits, the idea also included ready-made S’mores that can be grabbed quickly at festival vans or stalls, designed to brighten any foodies’ day and satisfy their sweet tooth on the spot. We were on a mission to create unforgettable moments, bringing people together one gooey, melted marshmallow at a time. So, we made the packaging playful and colourful alongside fun merchandise.
Whether it’s a cosy night with loved ones or looking for a perfect festival treat, we had a blast celebrating the joy of sharing S’mores with this project.
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