Veesey

Veesey firmly rejects being labeled simply as an 'alternative' to traditional dairy products. Originally established within the dairy-free cheese category, the brand undertook a comprehensive refresh of its packaging and market positioning to clearly differentiate itself from similar competitors. The introduction of their new slogan, 'Intolerant to boring,' powerfully captures their commitment to happiness, bold flavors, and infectious enthusiasm. This represents a deliberate shift away from previously muted, product-centered designs toward something far more loud, proud, and expressive. Their lively wordmark combined with bright yellow packaging replaces the usual pastel tones commonly seen in this space, while colorful accents help customers easily navigate the product line. Adding to the playful energy, hand-drawn doodles suggest various food pairings, inviting consumers to experiment.

The copywriting throughout is positive, concise, and primarily focused on celebrating taste and enjoyment. With this relaunch, Veesey emerges as a bold and modern non-cheese cheese brand that stands out distinctly and actively challenges traditional perceptions associated with dairy-free cheese.

All images courtesy of Onfire Design.