Chloe Yeo

Top view of three Culcherd cheese boxes with two rounds of cheese and two sticks of butter surrounding the boxes. The far left box is an orange color of the Sharp & Smoky semi-firm flavor. The middle box is a dark blue color for the Original semi-firm cheese. The far right box is an olive green color for the Onion & Chive fresh cheese.

Culcherd Branding & Packaging

Modern Species

Year
2022

Deliverables
Logo design
Brand identity
Packaging
Tradeshow & sales materials

Culcherd produces chef-crafted vegan dairy-free cheeses and butters wrapped in sustainable packaging.

Recently acquired by Above Foods, the Culcherd team was looking for a brand and package refresh as they prepared to enter the competitive vegan market in the U.S. With 12 cheese and 2 butter products, the brand needed a flexible design system to create enough distinction between products. The package photography showcases the textural quality of their products with suggested food pairings, emphasizing how they’re comparable to their dairy-based counterparts. The result is a bold, colorful package system that places their cheeses at the center of any charcuterie board.

Image of the blue Culcherd logo in between two stacks of food. The left stack shows a loaf of bread on the bottom, a slice of cheese with butter spread on it on top, and a round of cheese on top of that with cilantro garnish. The right stack shows a bagel on the bottom, a slice of bread on top, a circular water cracker on top, and then a round of cheese on the very top. The cheese has a pile of black peppercorns on it.
Image of 3 boxes of Culcherd cheese stacked in front of a light gray background. The left box is a red Sriracha Jalapeno box, the middle box is a dark blue Original box, and the right box is a brown Everything Bagel box.
Closeup image of 16 varied colorful Culcherd cheese boxes laying down in a grid. The flavors shown are Everything Bagel, Sriracha Jalapeño, Original, Herb & Garlic, Cracked Black Peppercorn, and Sharp & Smoky.
Image of 3 stacks of food in front of a light gray background. The left stack shows a slice of bread at the bottom, a round cracker in the middle, and a cheese round on top, with a pile of cashews on it. The middle stack shows a loaf of bread, an orange cheese round with a wedge cut out of it in the middle, the cut out wedge balancing on top of the round, and a small red pepper at the very top. The right stack shows a slice of bread at the bottom, an off-white cheese round with a wedge cut out of it in the middle, the cut out wedge balancing on top of the round, and a sprig of cilantro and clove of garlic behind the wedge.

Art directed and composited each image for all 12 cheeses and 2 butters. Photos by Tim Donnelly and Jessica Elora Besner (external links).

Image of three pouches of Culcherd shreds in front of a light gray background. The left pouch is a gray mozzarella-style flavor, the middle pouch is a gold-yellow monterey jack-style flavor, and the right pouch is an orange spicy cheddar-style flavor.
Image of a stack of Culcherd business cards on a light wood background. The top business card is slightly off the stack to reveal the card beneath it. The top card is light gray and shows the Culcherd logo to the right of a stack of food. The bottom stack of cards is navy blue and shows the name "Liz Gallagher" next to her contact information.
Image of two boxes of Culcherd butter in front of a light gray background. The front box reads "Salted Original" and is light blue. The back box reads "Unsalted Original" and is dark blue.
Image of layered stickers on a dark blue background. From left to right, the stickers read "Go With Your Gut" in different colors on a white background, "More Cheese Please" in a ribbon on a cheese round, the Culcherd logo, a simple illustration of Chef Liz's face wearing glasses, white text that reads "Team Dairy Free" in a blue outline, and "Plant Based' in a ribbon on a red heart.

Initial Concepts & Exploration

  • Image of initial studies showing a butter, cheese, and shreds front panel artwork. This concept shows a full color background (blue on the butter, red on the cheese, green on the shreds) with a horizontal color bar behind the flavor name and subtle line illustrations in the background.
  • Image of initial studies showing a butter, cheese, and shreds front panel artwork. This concept is close to the final, showing sculptural food photography on the left side, the logo in the middle at a 90 degree angle, and a c

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