In collaboration with Jones Knowles Ritchie
CREATIVE CHALLENGE
Help redesign this iconic brand into one that is relevant with today’s consumer and highlights the superb cheesiness of the product. Inject personality into the brand, and give it swagger.
SOLUTION
Created a brand that puts Velveeta in the spotlight as supremely creamy, relentlessly original, and contagiously vibrant. Designed a logo that is a refresh of where they were, bringing in some of the visual language of the cheese into the curves of the lettering- a modern take on the classic.
SCOPE
Designed the logotype, packaging system and also helped create a custom ownable typeface for Velveeta that echoed the curves of delicious melting cheese.
PRESS
LOGO REFRESH
In optimizing the logo, we aimed to keep the spirit of this icon by keeping some structural aspects such as the angle and the underlined swoosh which has now been reimagined to be the cross over the T. We modernized the letterforms but kept the E's very similar to current and kept the personality of the V. In doing so, we bring a modern expression of the logo that is bold and yet recognizably Velveeta.
BEFORE VS. AFTER
CUSTOM TYPEFACE
In collaboration with F37, we had the unique opportunity to create a custom typeface that perfectly represented the brand. The melted curves and playful letterforms perfectly capture the irresistibly smooth texture of the cheese, adding a whole new dimension to the brand's personality! The typeface was aptly named DRIPPIN BOLD
CREATIVE EXPLORE OUTTAKES:
When refreshing an icon like Velveeta, it was necessary to have a thorough exercise of evolving the logo across many iterations.
Always fun to see the Phase 1 design concepts!
Some additional sketches and ideas from the initial explore
