Velveeta

In this year-long undertaking, our team at JKR developed a new design system for a legendary cheese brand with a near 100-year-old history. Building off their well-known yellow and red color palette and the cheese’s abundant creaminess, we designed a new wordmark, packaging system, and brand identity. Then, to further double-down on creating an ownable mouth-watering system, we built a custom typeface with the talented folks at F37 that reflected the larger-than-life creaminess of Velveeta and the brand’s uplifting, unapologetic personality.

My Role: Designer
Design Director: Apirat Infahsaeng | Senior Designer: Anna Ison | Type Design: F37 | Photography: The Kaplans

Related Press: Print Mag, Ad Age, The Dieline, Adweek