ABOUT

As Kellogg's strategic brand design partner, we have helped Cheez-It brand create more emotional relevance with its audience and ignited the brand for global growth.

By identifying the brand’s distinctive visual assets and unique tone of voice, we elevated brand strategy for Cheez-It - equipping them with a brand book which provides relevance, clarity and vitality for years to come. Our strategy enhances the brand’s ‘quirky and exciting’ personality, enabling them to drive relevance to more people in more places.

To drive that transition from bold to bolder, we put forth a drastic redesign of Cheez-It Grooves. With this, we brought to life a high energy sub-brand that resonates with its millennial male target while tying in promises of a next-level indulgence.

Dragon Rouge also provided strategic recommendations to steer the brand towards global growth. Keeping in mind the product proposition and messaging, we devised a pack that evolves Masterbrand equities with nuances tailored to regional markets.