Artist Biography
Lilia Smith is a graduating senior of Endicott College studying Graphic Design. She has lived her whole life in mountainous Middlebury, Vermont, but plans on residing in the Boston area after graduation. Lily hopes to find a small/medium-size agency that appreciates the environment and has a big impact on the surrounding community, and hopefully globally. Lily is a hard worker with acute attention to detail, original concepting, and thoughtful designs. Feel free to check out her online portfolio at liliaksmith.com which includes all her best works and her thesis project. You can also contact her through her email: [email protected].
Thesis Abstract
GROUNDED – Waking Up The World
The purpose of this thesis project was to overhaul the outdated and out-of-touch company, Folgers, to reignite its core principles while attracting a wider, more age-diverse audience. Most notably, the name changes from Folgers to GROUNDED because it represents more than just the ground that the coffee comes from, or the grounds of the coffee, but that the company is grounded in its commitment to quality, craft, and care, both for the consumer and the earth.
Speaking of which, GROUNDED recognizes the significance of the climate crisis and that consumers are factoring in the environment into their decision-making process. Why shouldn’t GROUNDED—a multi-million dollar company—make an effort to be less negatively impactful on the environment? That’s why GROUNDED practices sustainable farming as well as packages the coffee grounds in infinitely recyclable and reusable metal canisters that are not only functional, but multifunctional.
The challenge of the rebrand was not to entirely throw away the identity of Folgers. Familiar graphics like the mountains and sunrise from the standard design are elevated by the simplicity of the 2D illustrative style. This thesis project is meant to emphasize that even small changes can make a positive difference. This is how GROUNDED is waking up the world.