RISE UP, REIMAGINE, REDESIGN, REBUILD: Meet Dieline Conference 2021

Canopy Ensures Self-Care Is In The Air

by Alianne Valladares-Prieto on 03/03/2021 | 4 Minute Read

Canopy’s eco-friendly packaging and engaging designs were developed by SMAKK, in order to help bring a refreshing, creative edge to the air humidifying industry. By using trendy, curvy, and linear symbols, the brand identity targets an audience interested in, not only the quality of their air, but in beauty and wellness.


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When you think of a humidifier, you don’t traditionally think of a sleek design that you want to show off, let alone consider it a beauty accessory. Yet they remain one of the beauty industry’s best kept secrets, touted by skincare experts for their ability to deliver hydration, alleviate cold, flu, and allergy symptoms, all while promoting glowing skin. Reimagining the humidifier as a predominantly skincare solution, Canopy partnered with branding and marketing agency SMAKK to help launch their brand, crafting an identity that deftly navigates the line between beauty and wellness.

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SMAKK is a branding and marketing agency with a purpose. We use our focused set of capabilities to develop and grow world-changing brands that are better for people and planet. First we assess where we can make the biggest impact: then we craft the brand positioning, visual identities, messaging platforms, launch strategy, ecommerce websites, campaigns, and growth marketing to get the job done.

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Working to expand the brand design around the product that was designed and engineered by agency Doris Dev, SMAKK’s team tasked themselves with the lofty goal of pushing Canopy to own the beauty-meets-wellness vertical and to lead the conversation on creating a home environment that actually works for you, while keeping skin healthy and happy. This meant creating an identity that felt at home in the beauty retail environment, using their past experience working with beauty brands and insights into what beauty buyers are looking for on a shelf to inform their design decisions. 

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“This is our favorite kind of project; something that offers a new solution to stand out in a crowded industry by straddling other culturally relevant categories that can really move the needle,” says SMAKK Founder Katie Klencheski. “Canopy is an ‘always on’ solutionmeaning their humidifiers are hard at work to keep you hydrated and healthy, even while you sleepbut it’s also a well-designed piece that you actually want to display in your home. We knew from the start that their needs as a brand would be the perfect pairing for our capabilities.” 

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The result is equal parts approachable and compelling, delivering a bright, accessible visual identity and clever, informative messaging that works to make the science of wellness feel fun and conversational. Together, these elements embody a modern and playful presence that differentiates the brand in the consumer tech space. The arched Canopy logo references the shape of a tree canopy and rising air, which represents creating a shield for your health. Additional graphic devices used throughout the designs and packaging, like gradients, speak to diffusing air and the aromatherapy provided by the humidifier. Sustainability also proved to be an important part of Canopy’s brand. SMAKK worked with Doris Dev to design a plastic and styrofoam-free packaging and shipping system, using rice paper bag inserts to avoid the pollution that often comes with tech and beauty packaging.

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As a DTC brand, the ecommerce site design was also integral and needed to function in a way that made learning, exploring, purchasing, and subscription sign-up easy. “We wanted the innovation-centric digital presence to simplify the technical features of the humidifier and emphasize the amazing consumer benefits,” adds Klencheski. SMAKK also provided a range of marketing materials including email templates, social media designs, blog content and other collaterals.

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Since launching in October, SMAKK’s designs have already left an impression, helping Canopy exceed sales expectations, and earn rave reviews from Vogue, WWD, Forbes, Allure, and many others. “It’s been great to see audiences respond so positively. This has been the perfect example of what happens when a great idea delivers a message that really connects,” says Klencheski. “That’s where we really shine: showcasing a deep understanding of the beauty and wellness space and communicating science-backed benefits in an accessible, consumer-friendly way.”

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