Cheez-It had managed to thrive for a century with little innovation beyond flavor variations, but given its seriously zealous fan base and expanding competition, the brand needed to evolve.
We helped them do it responsibly, developing a brand architecture and creative system that felt connected to Cheez-It’s legacy, yet capable of accommodating new sub-brands and snack innovations. Verbally and visually, we worked to preserve key equities while amplifying traits—like a quirky tone-of-voice—to evoke a more powerful brand experience.
The redesign unified and contemporized Cheez-It’s portfolio at shelf, making room for the creation of a new sub-brand: Cheez-It Grooves. The release nearly doubled its revenue goal, helping Cheez-it grow into a billion-dollar brand.