We repositioned the product vision of S’more to focus on guiding a better life in New York. This required a complete overhaul of our branding and product.

Get the Vibe for the New Brand

When we started S'more as an NYC Living Guide, our goal was to build a brand with a warm and friendly image, like a friend. Just like this dog with a purple nose. With the new focus on finding things to do in the city, we are targeting those who want to fully leverage everything New York City offers. These are individuals who seek meaningful life experiences and have the energy to explore.

I spend one and a half month staying in New York with the team, interviewed and investigated towards the new product position. As the designer of the team, I also tried to gather some insights that could help us with the rebranding.

The vibe of New York City

We ultimately defined three keywords for S’more’s new branding: Free Spirited, Vibrant and Curiosity

As we launched the new brand, we redesigned the core product interface. And also shout out to our visual designers who created a series of young, fun, and practical merchandise for the brand.

As the community grows, we continue to iterate on S’more’s brand. I initiated a branding workshop where each designer shared their visual ideas based on key concepts for S’more.

It's fascinating to see how different designers visualize the same concept. Engaging with the local team was very helpful for understanding their perspective on our community.

We also involved our local team to align everyone's vision of S’more's brand tone. And renew our branding guideline based on this.