THE GREat outsmoors
Pre-Packaged Smores Kit Packaging
Smoor than what meets the eye
Inspired by the UK’s beautiful national parks, and the lack of a classic American campfire snack, the Great Outsmoors aims to bring some sweetness into English camping trips.
SCOPE OF WORK
Logo and Naming
Creative Strategy
Packaging Design
Copywriting
Brand Positioning
Market Analysis
The s'more is a beloved American snack with almost no presence in the UK — big marshmallows and graham crackers simply aren't a staple there. Families hiking through some of Britain's most iconic national parks have no equivalent trailside treat, and those parks themselves struggle to drive visitorship and engagement.
The Obstacle
The s'more's appeal isn't just the taste — it's the experience. Making one is an activity, a moment shared around a fire. Packaging that leans into that interactive quality, while tying the product directly to the parks it's sold for, could turn a simple snack kit into a reason to visit.
The Read
Great OutSmoors is a UK-market s'more kit designed for families on the trail, sold at major supermarkets like Sainsbury's, Tesco, and Waitrose. Each kit includes square-cut graham crackers, a jumbo chocolate-covered marshmallow, and an extendable skewer. The packaging doubles as an experience: turned inside out, it reveals a map of the national park it's themed around. Three SKUs were developed, each tied to a different iconic British park: the Lake District, Peak District, and South Downs, tying the product directly to the landscapes it's meant to be enjoyed in.
The play
Top of Box - Lake District’s Brandelhow Bay Edition
Digital Mockup of Box’s Front and Insides
Front and Left Profile of Box - Peak District’s Robin Hood’s Stride
Right Profile of Box - South Down’s Houghton Forest Trail
Parker the smore
Connecting the brand of an unfamiliar snack food to a younger generation can be tricky, which is why The Great Outsmoors introduced Parker The Smore: the friendly guide to every trail, park and landmark in the UK. Parker is featured enjoying several classic camping activities; Hiking, playing guitar, reading a map, lounging in a hammock, pitching a tent and using his binoculars!
Satirical/Educational Inner Box Card
Grocery Store Mockup