Smile Classic
Rebranding
The Challenge
Smile Classic’s previous marketing campaign wasn’t connecting with younger audiences. While the product had a strong concept, the communication lacked clarity and emotional appeal.
Problem statement:
How might we reposition Smile Classic to appeal to a younger
generation by combining the nostalgia of analog photography with the convenience of digital
technology—creating a cohesive brand experience across product, packaging, and digital platforms?
Research & Discovery
The target audience was young, visually-driven users who value aesthetics, experiences, and shareable moments. They are attracted to retro trends but expect modern usability.
So I explored analog photography brands and other lifestyle tech products. I also looked at e-commerce and campaign landing pages to understand current design trends.
Nostalgia alone wasn’t enough. It needs to feel modern, usable, and aspirational.
Branding (Logo & Identity)
The brand identity was designed to balance Kodak’s legacy with a more contemporary and approachable tone.
The logo integrates a playful, emotive element (the smile icon). The strong use of Kodak’s iconic yellow and red maintains brand recognition. Clean typography ensures readability across digital and physical formats.
Concept Direction
I explored multiple visual directions before selecting a hybrid approach:
a pure retro style was to
dated and a pure modern style was to simple and lost the brand personality.
Some SmileClassic early concepts.
The final concept blends the analog nostalgia with the modern clarity.
Packaging Design
I designed two packaging versions to support different contexts:
- Standard version: Clean, product-focused design with vintage collage elements to reinforce analog roots.
- Christmas edition: Seasonal adaptation maintaining brand consistency while increasing gift appeal.
Some of the key decisions were adding a collage of photos that references Kodak’s heritage at the bottom of the packaging mixed with a clean design on the top part, showing both the heritage of Kodak and the moderness of the product, keeping the product as the focal point.
Product Extension (Accessories)
To extend the ecosystem, I designed packaging for accessories like photo paper, ensuring consistency across the product line.
Sales Folder
The sales folder was designed as a marketing tool for retail and distribution.
- Maintains the same visual system
- Communicates product benefits clearly
- Reinforces the campaign message: “Lo mejor de los dos mundos”
The goal was to create a layout that felt premium yet approachable. The use of bold typography,high-contrast sections, and a clear information hierarchy ensures that key messages are communicated effectively.
Campaign Landing Page
The landing page was designed to drive engagement and conversion.
- Strong promotional hook (“3x2 en papel fotográfico”)
- Clear form for user interaction
- High contrast layout to guide attention
Design decisions:
- Bold typography to grab attention quickly
- Structured layout for fast scanning
- CTA placed within immediate reach
Website Experience
The website expands the campaign into a full digital experience.
- Combines product showcase + storytelling
- Highlights features like Bluetooth, AR, and printing
- Reinforces the hybrid concept: digital convenience + analog feel
System Thinking
One of the main goals of this project was to create a cohesive system, not isolated pieces.
All elements—branding, packaging, web, and marketing—were designed to work together through a consistent colour palette, a unified typography and repeated visual elements.
Final Result
The final result is a cohesive campaign that positions Smile Classic as a product that bridges two worlds: the emotional and the functional, Nostalgia and technology.
Reflection
This project helped me develop a stronger understanding of how to design across multiple touchpoints while maintaining a consistent identity.
If I revisited it, I would explore user testing and expand the campaign into social media and motion to further increase engagement.