Veesey is combating the idea of being the ‘alternative’ to dairy. Having established itself in the growing dairy-free cheese category, the brand needed to refresh its packaging and positioning to help differentiate from competitors using similar free-form language and assets. This would then support the brand’s future growth and expansion.
‘Intolerant to boring’ was our new positioning, opening up a design language based on happiness, epic food, and enthusiasm. The refreshed brand intentionally shifts the narrative from the category conventions of being ‘brand-light, product-focused’ to loud and proud. The new Veesey wordmark is lively and spontaneous with a heavy dose of soft, melted, cheesy goodness. Pack formats are bright and punchy, embracing a bright yellow brand block to unashamedly lean into the cheese vernacular, instead of the category-standard pastels and whites. Bright colour explosions act as short-form expressions of enjoyment and positivity, which aids product navigation. While hand-rendered doodles indicate serving suggestions and using Veesey as an essential meal ingredient.
Copywriting and on-pack messaging embrace positivity. Statements are short and sharp, and the vocabulary is filled with adjectives and descriptions that highlight taste, flavour, and enjoyment. Relaunched back into the market, Veesey is the modern non-cheese cheese brand that is difficult to miss in chillers and challenges consumers to rethink their perceptions of what dairy-free cheese should look like.
CREDIT
- Agency/Creative: Onfire Design
- Article Title: Onfire Design Rebranded Veesey, from Alternative to Mainstream Dairy-Free Cheese
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: New Zealand
- Agency/Creative City: Onfire Design / Auckland
- Market Region: Oceania
- Project Deliverables: Brand Architecture, Brand Mark, Brand Redesign, Brand Rejuvenation, Brand Strategy, Brand Tone of Voice, Creative Direction, Illustration, Lettering, Packaging Design, Typography
- Format: Bag, Clamshell, Pouch, Tray
- Industry: Food/Beverage
- Keywords: Packaging design, Dairy Free, Cheese, Colour, Typography
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Credits:
Creative Director: Matt Grantham
Design: Jamie Turnbull
Design: Natasha Alimova
Illustration: Natasha Alimova
