Concept · Branding · Content · Strategy

2021

Smiz/Palett

Smiz was developed as part strategic repositioning and part full-scale brand creation for a Scandinavian ghost kitchen startup with ambitions to scale across the Nordics. The company originally operated under multiple names, including ToGhost and Digital Food Court, with several sub-brands. Through facilitated brand and strategy workshops, including brand key modeling and positioning work, the fragmented structure was consolidated into one unified brand, one customer experience, and one clear commercial direction. The new strategic focus shifted from being a behind-the-scenes ghost kitchen operator to becoming a consumer-facing food brand centered on healthy, sustainable takeaway. The ambition was to offer a credible alternative to the vast sea of unhealthy fast food dominating online ordering platforms. The name Smiz was developed as a layered reference to “spis” (eat), “smil” (smile), and “smize,” capturing food, positivity, and visual identity in one concise expression. Smiz.com was acquired and the brand was rolled out across packaging, marketing materials, web design, content creation, photography, illustration, and menu development. As the company later pivoted from Nordic expansion to a Norway-only focus, the brand was strategically repositioned and renamed Palett. The new identity was built upon much of the strategic and visual groundwork established during the Smiz phase, including its health focus, sustainability positioning, core color direction, and operational brand infrastructure. The project represents a foundational transformation, where strategic clarity and brand architecture enabled the company’s next phase of growth and refinement.