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Smpl Functional Snack Bars Designed By SDCO Embrace The Simplicity

by Chloe Gordon on 10/26/2021 | 3 Minute Read

What's even more straightforward than simple? Smpl. By embracing superfood and plant-based nutrients, Smpl is a bar brand that embraces the purity of life. With packaging created by design agency SDCO, the simplicity is further extended through pastel color films with even more straightforward sans-serif typography. It seems fitting that a brand with the name "Smpl" would be just that, and this brand surely is, yet still refined and beautiful.


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Smpl brings the powerful health benefits of functional plants and superfoods to the people — through ridiculously delicious, absurdly convenient energy bars made with effective doses of adaptogens, nootropics, and botanicals. In a busy, demanding world, we believe a daily simple thing has the power to change everything.

Reimagining the Smpl identity, website, social media, and packaging was a collaborative, iterative, and gratifying process. Much of the brand identity was informed and inspired by the products themselves: energy bars made with efficacious doses of the superfoods, adaptogens, and micronutrients our bodies need, without the extra things like gums and animal products our bodies don’t. Smpl’s energetic founder, Ellis Fried, challenged us to create an identity that distinguishes Smpl in a crowded market and earns its place as a healthful, delicious, everyday, self-care ritual.

The identity and packaging reflect the brand’s bold simplicity. The logotype utilizes a customized, straightforward sans serif and monolinear style that feels balanced, uncomplicated, timeless, and joyful. A collection of graphic elements highlights both functional ingredients and health benefits, like improved energy and focus. We intentionally juxtaposed bold, black, geometric typography with a palette of soft, mellow pastels that correspond to the individual ingredients — and mood — of each bar: energy, focus, immunity, and calm. The color-coded approach is carried throughout the brand experience — from the website and social media to packaging.

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