Cheeze & Thank You
Cheeze & Thank You (C&TY), a Chicago-based, woman-owned company, is revolutionizing the plant-based cheese market. Founded on the belief that delicious and high-quality vegan cheese alternatives should be accessible to everyone, C&TY has carved a niche for itself with its innovative and flavorful nut-free, dairy-free, and allergen-friendly cheeses.
Challenge: Cheeze & Thank You sought to refine their visual identity with the goal to maintain their core brand essence – playful, delicious, and committed to natural ingredients – while elevating their overall look.
Design Solutions:
Logo & Brand Personality: The original logo, featuring a hand-drawn font, was updated with a more sophisticated typeface while retaining the recognizable cheese wedge character. This provided a more professional feel while maintaining brand recognition. Additionally, a series of playful type-based illustrations were developed for use on various marketing materials, reinforcing the brand's personality.
Packaging Design: New packaging was created to prominently feature the refreshed brand. The design prioritized clear product information and brand messaging, ensuring consumers easily understand C&TY's offerings.
Color Palette: A refined color palette was established, reflecting the brand's playful nature and the natural ingredients used in their cheeses.
Results:
The Cheeze & Thank You rebrand is currently in the packaging production stage. However, initial feedback has been positive:
Improved Visual Appeal: The new logo offers a more balanced presentation, appealing to both existing customers and those seeking premium vegan cheese options.
Clear Communication: The refined packaging design effectively balances brand personality with clear product information about ingredients and flavor.
Looking Forward:
The Cheeze & Thank You rebrand demonstrates the impact of design in strengthening a brand while preserving its core values. With the new packaging soon entering production, C&TY is well-positioned for continued success in the growing plant-based food market.
