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Cheese snack strategizes branding message, adds SKUs

Wise Foods gives its Cheez Doodles brand a boost of flavor and fresh package design appeal.

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Cheez Doodles, a cheese-flavored snack, debuted in the 1950s, and now Wise Foods is expanding the product’s appeal with new flavors, product innovation, and a complete refresh of its packaging.

“Cheez Doodles has very loyal consumers,” says Jeremy Bjork, Chief Marketing Officer at Wise Foods, Inc. “But the brand needed an update, so we were faced with a difficult challenge: How do you contemporize the brand and accentuate the cheesiness of the product while not alienating current consumers and still keeping the packaging fun? Perspective: Branding stepped up to save the day.”

Perspective: Branding, a San Francisco-based brand packaging design firm, was tapped to refresh the brand across all SKUs and increase shelf impact, while also protecting the brand elements that consumers recognize.

“The brand’s core mixes great taste and fun with a playfully mischievous quality,” says Simon Thorneycroft, founder and Chief Executive Officer, Perspective: Branding. “At the heart of the taste experience is the real, intense cheese flavor, so we decided to elevate the importance, size, and impact of the Cheez Doodles logo and make the Wise logo an endorser of the brand.”

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