Squaring up an icon for snack innovation

The cheese fanatic’s
favorite becomes a
billion-dollar brand.

After 100 years of aisle domination, time for change

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.

Finding its billion-dollar groove

Looking to cultural trends in food and insights from passionate snackers, we helped Cheez-It identify white-space opportunities in the market. The learnings informed our approach to concepting, naming and visualizing the Grooves sub-brand from scratch—an innovative snack experience that offers a twist on the brand’s “perfect square.”

$100 million & counting
In year 1, Grooves nearly doubled revenue goals with $70 million in sales. In year 2, it increased an additional 43%, earning a Nielsen Breakthrough Innovation Award for cutting through and sustaining growth.

I really love where we landed—the brand is simple, has great appetite appeal and heroes the Grooves positioning.



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We are a coveted brand and innovation consultancy. A collective of curious minds and creative souls. But this is not simply a place. It’s a direction; a movement pointed ever forward. Here, each of us leads by doing. We inspire our fellow specialists, but also our clients and industry colleagues. The work we create means something and makes something: makes minds change. Makes needles move. Makes watershed moments.

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