ABOUT

Brand Identity | Logo Design | Visual Language for Retail & Tourism

Smile Souvenirs is a sister company to SPS (EU) Ltd, created to directly promote promotional merchandise to the leisure, retail, and tourism sectors, including theme parks, museums, and galleries. Unlike the corporate identity of SPS, Smile required a more commercial, playful tone, but one that also felt professional and retail-ready.

The brand was originally designed with a childish aesthetic, which no longer aligned with its growing product range and audience. I was given the exciting opportunity to lead a complete rebrand, bringing the identity in line with its fun, tourism-driven market, while raising the bar in terms of design maturity and clarity.

Creative Direction:
When I thought of the name Smile, I didn’t picture something rigid or corporate, I saw something fluid, expressive, and joyful. That concept informed the new logotype, which I created using my own handwriting to give the brand an authentic, approachable, and one-of-a-kind identity.

The visual identity centred around:
• A vibrant colour palette of bold, energetic hues, perfectly suited for tourist destinations
• Playful yet structured layouts that feel commercial and polished
• A tone that balances fun and functionality, suitable for everything from email marketing to printed brochures and POS

Key Contributions:
• Led a full rebrand of Smile Souvenirs, from logo to supporting materials
• Designed a handwritten logotype to capture the brand’s personality and uniqueness
• Developed a vibrant visual language to reflect the energy of tourist destinations while maintaining clarity and professionalism
• Created templates and guidelines for brochures, email marketing, and promotions
• Helped reposition Smile as a modern, design-forward brand within the tourism and souvenir industry

This project gave me the freedom to inject personality, creativity, and strategic design thinking into a brand that had outgrown its original visual identity, resulting in a fun, flexible and retail-ready brand that still knows how to Smile.