.svg)
.svg)
Scottsdale, AZ — 2025
Mirage Media has completed a full brand identity for SMASH it! Foods, a new brand from The Plant Based Seafood Co. designed to shake up the seafood category. The engagement included logo design, a complete visual identity system, color and typography, retail packaging across multiple SKUs, and custom illustrations — delivering a brand built to be impossible to overlook from day one.
SMASH it! makes Salmon Superfood Balls: wild-caught sockeye salmon mixed with superfoods, rolled into a high-protein, on-the-go format. With 18–20g of protein per serving, omega-3s, prebiotic fiber, and a gluten-free formulation, the product is functionally serious. The brand needed to be equally bold — something that could stand out in a traditionally quiet category and give the product the visual energy it deserved.
Mirage delivered a brand identity anchored in pop art and comic book energy. A custom logo designed across four neon colorways — electric yellow, hot pink, cyan, and orange — anchors a full visual system that includes comic burst graphics, a playful mascot, and a retail packaging design layered with custom illustrations and ingredient callouts. Every detail was designed to tell a clear story at shelf: this is not your average seafood product.
“Thank you for making our vision come to life! You SMASHed it!”
— Erica Batterman, Marketing Director, SMASH it! Foods
The packaging system covers two launch SKUs — Cranslam and Cococurry — with each colorway and illustration set tuned to reflect the flavor story while maintaining instant brand recognition across both. The result is a shelf presence that functions as its own billboard: neon, loud, and entirely on purpose.
The launch drew coverage from NOSH, which noted that SMASH it! “brings bold, functional flair to the seafood aisle” and highlighted The Plant Based Seafood Co.’s launch of a game-changing brand. Products are now on retail shelves nationwide.
“When a brand comes in ready to shake up their category, we’re all in. The mission from day one was simple: bring more excitement to the seafood space. So we built punchy logos, bold branding, and unapologetically bright packaging that did exactly that. Every detail — from the neon palette and comic bursts to the playful mascot and custom illustrations — was designed to capture attention, communicate function, and make each SKU impossible to overlook. Huge congrats to the whole SMASH it! team on an incredible launch.”
— Kristen O’Neall, Founder & CEO, Mirage Media
About SMASH it! Foods / The Plant Based Seafood Co.
SMASH it! is a brand by The Plant Based Seafood Co., making wild-caught sockeye salmon superfood balls available in multiple flavors including Cranslam and Cococurry. Products are high in protein, gluten-free, and sold at retail stores nationwide. Follow along at @smashitfoods.
About Mirage Media
Mirage Media is a Scottsdale-based performance and creative marketing agency specializing in brand identity, paid social strategy, media buying, and advertising creative. Known for pairing elevated taste with measurable results, Mirage partners with brands across CPG, wellness, and hospitality to deliver work that captivates and converts. Learn more at miragemediaco.com.
Media Contact:
Mirage Media — Scottsdale, Arizona
info@miragemediaco.com | 480-259-9398
From logo to packaging to launch — we build brands that stand out in the real world, not just in a deck.
Let’s Talk