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News / MAY 6, 2020

Shine United Launches New Brand and Packaging for Moon Cheese

Shine’s New Packaging Positions Snack Brand for Success

Your favorite cheesy, crunchy, keto snack is looking a little different these days. That’s because Moon Cheese recently underwent a brand refresh so their looks on the outside match the fun, crunchy cheese bites on the inside.

Shine United was tasked with performing this integrated rebrand that included an overhaul of their look and feel which was translated into new packaging, a new website, content to fuel their social media presence, and much more. This endeavor began shortly after Shine became Moon Cheese's Agency of Record in mid-2019.

"The new design is full of energy, excitement and personality," said John Krull, Shine's Vice President and Creative Director. "The new packaging has great shelf appeal and seeks to create a greater emotional connection between the consumer and the product."

Shine set about designing a variety of concepts that spoke to the product's health benefits – all-natural, 100% cheese and crunchy – but also embraced the brand's desire to connect with users in a wholly original way.

"Our creative teams were able to approach the Moon Cheese rebrand with fresh eyes and a wealth of insights driven by consumer research conducted by Shine which allowed them to develop a design platform that is original and stands out from a crowded field of competitors," said Nick Newlin, Shine's Vice President and Group Account Director. "The new website, social media channels, consumer emails and even their trade show materials work together to better tell the story of Moon Cheese."

Since its inception in 2001, Shine United has been revered for its bold brand evolutions, innovative marketing strategies and breakthrough creative executions. Shine has received much acclaim for its work within the food and restaurant vertical, as well as work done in the healthcare, outdoor and active sport categories. Shine's portfolio includes work for Toppers Pizza, Erbert & Gerbert's Sandwich Shop, HuHot Mongolian Grill, Festival Foods, Food Network and Wisconsin Cheese.

"The new brand is fantastic and truly delivers," said Marcia Hunt, Moon Cheese's Chief Marketing Officer. "Shine's creative team strategically used our consumer research insights to steer the development and designs in a way to meaningfully connect to consumers and stand out on shelf. We're very pleased with the new brand and we're excited to continue to grow this partnership."

Shine is continuing to work with Moon Cheese on launching new product flavors, expanding their business into Canada and providing market research to help them understand the expanding needs of their consumers.

Visit to see the new brand in action.

About NutraDried
NutraDried Food Company LLC, based in Ferndale, Washington State, is a wholly-owned subsidiary of EnWave Corporation that is leveraging REV® technology to produce innovative snack food products. NutraDried was the first partner of the Company to take REV®dried snack cheese to market at commercialscale. Operating primarily in the dairy vertical, NutraDried manufactures the clean label snack, Moon Cheese®. This 100% crunchy-cheese-snack product is sold across the United States through over 25,000 retail stores. For more information on NutraDried Food Company, please visit

About Shine United
Shine United is a $51 million advertising, design and digital agency located in America's Heartland – Madison, Wisconsin. Best known for its innovative brand positioning and creative firepower, Shine has been tapped by brands like Harley-Davidson, Mizuno Running, Discover Card, Amazon, Kohler, WeatherShield Windows, UW Health and Quartz (health insurance). Shine's food and restaurant brand experience includes Toppers Pizza, Erbert & Gerbert's Sandwich Shop, HuHot Mongolian Grill, Festival Foods, Food Network and Wisconsin Cheese. Shine was named one of the best small agencies in the country by One.A.Magazine, and one of the best places to work in the country by Outside Magazine. Shine’s work has been featured in Communication Arts, Print, Graphis, AdAge and The New York Times. Learn more at #ShineOn.

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