Green Giant has partnered with Smith Design to launch three limited-edition cans that feature the artwork of patients of St. Jude Children’s Research Hospital, whose mission is to advance cures and means of prevention for pediatric catastrophic diseases through research and treatment.
Smith Design worked closely with the Green Giant team on a design that showcases the specialness of the labels while communicating the Green Giant brand and product imagery so that consumers will very easily find the vegetables that they are shopping for.
According to Green Giant’s website, “Green Giant has been a proud partner of St. Jude Children’s Research Hospital since 2016. This spring, Green Giant is introducing limited-edition cans of sweet peas, whole kernel sweet corn and cut green beans with colorful labels that feature the artwork of St. Jude patients. In 2018, B&G Foods, on behalf of its iconic Green Giant brand, will donate $350,000 to St. Jude as they lead the way the world understands, treats and defeats childhood cancer and other life-threatening diseases.”
Smith Design donated design, production and project management services to create these special cans of sweet peas, whole kernel sweet corn and cut green beans with colorful labels that integrate the artwork of young St. Jude patients. A special print process was used for the can labels, which included CMYK, PMS 355, PMS 1955 and all-over varnish. Smith Design developed visual reference for the patients and was an integral part of the "art party" that Green Giant held at St. Jude in Memphis, TN.
“It was an honor for us to work directly with the artists/patients at St. Jude’s Children’s Research Hospital to launch these Green Giant limited-edition cans,” says Jenna Smith, Smith Design President. “Smith Design has pledged to donate one percent of our time to give back to the community so our involvement with this partnership is part of our mission.”
The St. Jude logo is also prominently featured on Green Giant Veggie Tots, a product in a new stand-up flexible bag.