In 2013, NutraDried Food Company launched Moon Cheese — a bite-sized cheese snack made with a proprietary vacuum technology that created little puffs made only from 100% cheese. What launched as a technology innovation quickly revealed itself to be a functional food “diamond in the rough” — a truly one-of-a-kind snack that met a variety of dietary demands and aligned with consumer trends
In 2019, after experiencing moderate growth in spite of an outdated brand, NutraDried engaged Shine to help create a comprehensive brand makeover to fuel growth in a wide variety of consumer segments, including gluten-free and keto-friendly shoppers, cheese lovers, on-the-go protein seekers and mass-market snackers looking for a tasty “poppable” treat.
Our engagement started with a comprehensive, iterative research approach (including qualitative and multiple rounds of quantitative) as we built a strategic platform for not just the brand, but the entire business — including target audience prioritization, competitive frame of reference, product/brand message(s), product breadth, pricing strategy, packaging size, flavor profiles, channel approach and future product expansions — all in the service of maximizing market share in the most efficient method possible.
With a truly robust plan in place, Shine developed a world-class creative platform to help Moon Cheese gain its unfair share of attention. Featuring bold graphics, flavorful product copy and a thoughtful messaging architecture, the new brand identity — and supporting brand campaign — was applied to every point of contact. In sum, Shine helped unlock the potential of this business through a truly energized brand makeover.