When blockbuster stars venture into consumer brands, premium spirits like tequila or gin are almost always popular choices. So it’s refreshing to see Twisters and Top Gun: Maverick actor Glen Powell venture into condiments like ketchup, mustard, and barbeque sauce with pantry brand Smash Kitchen.
Branding and packaging, designed by Creech Studio, visually echo the clean take on classic condiments. Typography choices give the brand a timelessness that belies its newness. Similarly, the photography on pack and elsewhere has an almost vintage quality that doesn’t feel like it’s aiming for a retro feel. Bottle shapes for Smash Kitchen’s ketchup and yellow mustard are reminiscent of beloved and popular brands like Heinz and French’s, reinforcing its positioning as classic condiments with better ingredients competitively priced. Smash Kitchen focuses on sauce staples like ketchup, yellow and Dijon mustards, and mayo; some trendy additions include spicy mayonnaise, hot honey ketchup, and BBQ sauce.
