Mary's Gone CrackersLaunching Cheezee crackers—extra cheese but hold the cheese
Vegan cheese has a credibility problem: plant-based options are wanted, but past letdowns bred skepticism. Mary's Gone Crackers needed a launch bold enough to win over even committed dairy lovers.
The opportunityThe Insight"Vegan cheese" is a hard sell. "Extra cheese" isn't. We lead with the flavor payoff, and let the vegan credentials be the twist, not the disclaimer.
We launched Cheezee with flavor-first messaging: not a healthy alternative, but the most unapologetically cheesy cracker on the shelf. The vegan story becomes a pleasant surprise.
The SolutionPhoto Art Direction
Visual Identity & Asset Development
Organic & Paid Social
My role
The identity leans into the product's playful contradiction. A chunky, distressed display typeface gives "More Cheezee" the weight of a snack brand that doesn't take itself too seriously: loud enough to stop a scroll, textured enough to feel handcrafted, not corporate.
The swirling background pattern echoes melted cheese in motion, giving every execution a warm, retro energy.
Design Approach
Concepted and produced for the client at SRW.
10M+ impressions
23k post engagements
$1.45 CPM (benchmark: below $3)
10% IG Follower growth year over year (2,500 new followers)
Results