Whipché
Creative Direction
Brand Identity
Packaging
Food & Beverage
Consumer Packaged Goods
Background
Cream cheese was invented in 1872 and has barely changed since. Same foil block. Same knife. Same label crowded with gums and stabilizers nobody asked for. For 150 years, everyone just accepted it.
Whipché didn't. A premium, grass-fed whipped cream cheese in a squeeze pouch, clean enough that you can actually read the label, built for a generation that finds its food on TikTok before it finds it on a shelf. The founder had the product nailed. What she didn't have was a brand that looked as good as the cream cheese was going to taste.
The product is a premium, grass-fed whipped cream cheese in a squeeze pouch, with a short, clean ingredient list and a Gen Z buyer in mind. What it needed was a brand that matched that ambition. Something that could earn a spot on a Whole Foods shelf and a place on a kitchen counter people actually photograph.
Our job was simple to say and hard to do: make a Tuesday morning product feel like a find.
Packaging With Personality
We gave cream cheese something it had never had. A personality. And a cow.
Knowing this buyer reads ingredient labels for fun, but also wants to enjoy what they eat, we built an identity that begged to be photographed. A fat retro wordmark with an é on the tail, because the brand is having more fun than everything around it. Cow print treated like a luxury textile instead of a dairy gag. Powder blue and bubblegum pink, soft up close and loud across the room. Three flavors, three colors, one confident family. We even shot it like skincare instead of dairy, with the pouch held to the cheek like the best part of someone's morning.
And then there's Mooché, the grass-fed cow with strong opinions and zero patience for the way things had always been done. Not a mascot, but a brand icon, closer to the Penguin Books penguin than a cartoon, with a Mooché Approved stamp because obviously. We packed the whole world into an identity built to scale, so the brand holds up on the pouch, in the feed, on the shelf, and on whatever flavor comes next.
Whipché walked into the dairy aisle with a look that finally matched the product, and a personality the category has never seen.
We’d love to partner with you and your team.
We partner with the world’s most ambitious companies—at every stage of growth. By understanding your unique challenges and opportunities, we design tailored solutions to move your business forward. Let’s talk about what’s next.
