With a range of colourful keep cups, aluminium water bottles, food storage and kitchen accessories, Smidge are a challenger brand focused on sustainability and practicality. In an increasingly saturated category it’s a tough place for brands to stand out. Heavily commoditised, consumers aren’t looking for brand leadership in the space. Although Chill’s are a dominant force, they’re an outlier, rather than a leader. We needed to find a way to help Smidge grab some attention.