Rebel Cheese
Role
Creative Direction, Packaging Design, Project Management
Year Completed
03/2023
Overview
This project focused on packaging design for Rebel Cheese, an Austin-based vegan cheese company known for its artisanal, plant-based alternatives. The goal was to create packaging that reflected the brand’s elevated in-store experience while helping it stand out both from traditional cheese and other vegan competitors.
Approach
We drew inspiration directly from Rebel Cheese’s brick-and-mortar location (pictured) to build a cohesive visual identity that could translate from store shelves to national retail. The aim was to set the brand apart in the growing plant-based market by leaning into a refined, modern aesthetic that celebrates craftsmanship and quality—without relying on clichéd vegan cues.
Execution
Working closely with the client, we developed tailored packaging solutions for each of the brand’s unique product formats—from wedges and rolls to plastic tubs—while maintaining visual consistency across the line. We focused on establishing a clear information hierarchy to guide the customer’s eye and make product details easily digestible at a glance, whether in specialty shops or large-scale retail environments.
Results
Since launching the new packaging, Rebel Cheese has expanded into retail and specialty stores nationwide, including Erewhon. The brand also appeared on Shark Tank and secured a $750,000 deal, further validating the impact of its elevated and cohesive shelf presence.
Collaboration
This project was completed by the Here and Now Creative Co. design team, including myself and another designer. We collaborated on the concept and pre-production design phases and managed all client communications, setting clear expectations and ensuring the project stayed aligned with both timeline and vision.