Smoky Hazel


Brand Identity     Brand Style Guide    Packaging Design     Marketing Strategy

We helped Smoky Hazel bring authentic Central African spice blends to North American tables.

Smoky Hazel offers a blend of spices from around the world for a unique and exciting seasoning experience, including their featured spice brand KLISHI.

On a kitchen counter, 5 jars of Smokey Hazel’s ‘KLISHI’ spice blends.

Catering to adventurous taste buds.

Derived from the word Kilishi, an African type of beef jerky that originates mainly from the Northern part of Nigeria and the Northern part of Cameroon, KLISHI invites foodies to get creative and flavour up their recipes with incredible Central African spices. From spicy to mild, there’s something for every home cook, even for the most adventurous taste buds!

Top view of a kitchen counter with an arrangement of a diverse range of food and ingredients—chicken, fish, salads, and cutlery. In the center are multiple Smokey Hazel ‘KLISHI’ Jars.

Bringing it to the table. 

Way too often, consumers are left with no other choice than to travel miles away to buy African food products in specialty stores. At B4brand, we refuse to accept this. We are determined to bring these vibrant and diverse flavours to all taste buds! Our creative approach of “bringing it to the table” is all about introducing these African food products to everyday grocery stores, helping diversify the food aisle, and making it easier for consumers to discover new flavours from around the world. After all, food has always been a way of expressing, exploring, sharing, and connecting with diverse cultures. 

2 packets of Smokey Hazel ‘KLISHI’ spice blend sit on a countertop. One faces forward with graphics of a sun, a rooster, and text that reads "authentic blend" and the other backwards, showing nutritional information.
On a white background, two packets of the KLISHI spice blend. Both black bags feature different packaging, one in yellow and one in red, along with black and white graphics on each and the Smokey Hazel logo.

Sharing in their Cameroonian roots.

Smoky Hazel found itself in need of a unique brand identity. With only a brand name and a product, the founder reached out to Hermine Mbondo, the visionary of B4brand, after having been inspired by her television appearance addressing the lack of diversity in the advertising industry. Both sharing Cameroonian roots, Hermine’s personal experiences and perspectives allowed her to deeply understand Smoky Hazel’s origins, their business aspirations, and the market gap they looked to fill. 

Hermine’s expertise in the food industry and personal understanding of the product motivated her to take on the challenge of crafting a compelling brand to bring out the essence of Smoky Hazel. 

On a grey kitchen slab, 4 jars of the Smokey Hazel KLISHI spice blend in different flavors with different colored packaging – yellow, blue, red, and green. Each jar displays product branding, along with the Smokey Hazel logo.

Elevating African spices through brand identity and storytelling. 

Often, great products lack impactful branding that tells their story and sets them apart. Recognizing this, Hermine saw an opportunity to elevate Smoky Hazel’s brand and give their African spices a distinctive identity. 

Wanting to turn something basic into a high-end, culinary experience, we incorporated the brand’s origin story in subtle ways, avoiding clichés. We took inspiration from Bamileke fabric patterns, originating from the Bamileke tribe in Cameroon. By contrasting the distinctive black and white patterns against bold colours, we created an exotic, vibrant, and modern essence. This elevated the brand while showcasing their unique personality, reflecting the exciting and delicious spices they import.  

The result is a premium and sophisticated look and feel that remains authentic to its African roots, resonating with adventurous and curious foodies. Our approach successfully weaves together the cultural narrative with a visually striking design, helping Smoky Hazel stand out against competitors.


  • Brand identity. 
  • Brand style guide.  
  • Packaging and food labels. 
  • Brand and marketing strategy. 
  • Launch event. 
  • Product testing. 

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