Shine Lion Shine United

Case Study: Brand Makeover

Moon Cheese

Bold rebrand helps snack break out of the pack


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In 2019, after experiencing moderate growth in spite of an outdated brand, NutraDried engaged Shine to help create a comprehensive brand makeover to fuel growth in a wide variety of consumer segments, including gluten-free and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.

Technology food innovation meets bold brand reposition. In 2019, Shine was engaged to create a comprehensive brand makeover to help unlock the potential of this functional food “diamond in the rough.” The rest is (tasty) history.


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.

“Shine has helped redefine and reposition Moon Cheese for radical growth. From a robust foundational brand research initiative and thoughtful integrated marketing planning to a killer creative rebranding at literally every touchpoint of the brand, they have been a true partner in elevating every part of our marketing effort. I am a true believer in the work they do and wholly recommend Shine to other companies looking for a business-oriented brand agency.”

— Mike Pytlinski, CEO

01 / Packaging

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02 / Website

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03 / Digital Advertising
04 / Social Media
05 / Trade Show