Smilies is line of various snack products. “Allegri Snack”, needed some help with creating a new brand strategy that would ensure its further existence. We created the entire visual identity having in mind the fact that it should communicate, above all but not only, with the youngest population. At the end of the creative process, the entire brand was transformed. Many different, imaginary characters were created as a part of the new communicational platform, representing different snacks, each with its own look, and characteristics. That way we managed to realize the client`s idea to have a brand mascot, by creating characters whose faces appear on the packages themselves, as mascots.