Onfire Design Rebranded Veesey, from Alternative to Mainstream Dairy-Free Cheese

Veesey is combating the idea of being the ‘alternative’ to dairy. Having established itself in the growing dairy-free cheese category, the brand needed to refresh its packaging and positioning to help differentiate from competitors using similar free-form language and assets. This would then support the brand’s future growth and expansion. ‘Intolerant to boring’ was our new positioning, opening up a design language based on happiness, epic food, and enthusiasm. The refreshed brand intentionally shifts the narrative from the category conventions of being ‘brand-light, product-focused’ to loud and proud. The new Veesey wordmark is lively and spontaneous with a heavy dose of soft, melted, cheesy goodness. Pack formats are bright and punchy, embracing a bright yellow brand block to unashamedly