As the American originator of the Smoothie, and with ambitious plans for global expansion, Smoothie King wanted to update its brand identity and store environments to express the importance of healthy living.

International customer research was conducted, which led to a new brand expression and fresh start for the brand. An emphasis on health, cleanliness, and fresh food was elevated in every aspect of the store environment and new product line.

Read more about the new Smoothie King in the media:


Smoothie King
Smoothie King
Smoothie King
Smoothie King

Smoothie King


  • WD Partners updated the Smoothie King logo and evolved the brand identity to reflect its modern, healthy menu.
  • Applied a “Fresh Forward” approach to displays, counters, lighting, and menu boards.
  • Modernized visual merchandising, graphics, color palette, materials, and language.
  • Organized and simplified merchandise areas.
  • Reduced construction costs.