Aiming primarily at committed vegans, we wanted to find a way to appeal to emotions and memories of childhood meals. Knowing that cheese is often a comfort food, we developed the idea to position the brand as a way for vegans to recapture those happy feelings without having to feel guilty.
In the wake of the Pandemic, more grocery shopping has moved online. We designed the packaging with this in mind, ensuring that it would be clear and appealing not only on store shelves, but also as a thumbnail on a website. Large text, bright colours, and fun, simple illustrations were chosen for their effectiveness at both scales.  
The launch has been a huge success for the client, with thousands of online orders placed within the first hour, and national retailers requesting the product for their stores.