Cheez-It Grooves

going from bold to bolder

For 100 years, Cheez-It the crunchy, munchy, flavor-packed 100% real cheese cracker has been a snack-time staple for cheese lovers of all ages. The introduction of Cheez-It Grooves brought an even bolder cheese flavor to the portfolio. To drive irrational desire and growth for this high-energy sub-brand Dragon Rouge and Kelloggs set out on a mission to take Grooves from bold to Bolder.

We stretched the Cheez-It toolkit to create new signature assets for Grooves. Vibrant, textural design language delivers a high-energy flavor punch for those eager to indulge in snacks with next-level satisfaction. From the ridged edges of the wordmark to the hyper-flavorful photography and prominent variant color, every detail was carefully crafted to emphasize bold flavor. We moved Grooves from Bold to Bolder with a design that’s practically bursting out of the box.

Scope: Brand & Category Assessment, Package Design, BTL Assets, Messaging, Guardianship
Role: Creative Director, Dragon Rouge
Design Contributors: Claire Lieber, Martin Yeo, Gabby Lequerique
Packaging Photography: Mike Wepplo
Brand Photography: Kelly Allison
Renders: Omar Bouras