Making vegan cheese fun and accessible

CONTEXT

Chizou is a cauliflower-based vegan grated cheese entering a crowded non-dairy market. To succeed, the brand needed to cut through the noise and overcome the clinical aesthetic often found in the category.

AMBITION

The challenge was to launch a brand that appeals equally to vegans and non-vegans. We aimed to create a design that stands out on the shelf with a fun, accessible character, focusing on the joy of sharing food rather than dietary restrictions.

APPROACH

We developed a design with a natural look and feel, using a soft colour palette to ensure shelf standout. To inspire immediate usage, we linked specific flavours to popular dishes (e.g., "for pizza lovers"). A key feature is the see-through window, which showcases the product and is surrounded by contemporary illustrations that symbolise the pleasure of shared food enjoyment.

RESULT

A visually distinct brand that successfully inspires consumers. The playful storytelling and clear usage cues make the product approachable for everyone, securing Chizou a strong position in the retail environment and winning a Gold Pentaward for its creativity.