Moon Cheese Brand & Packaging Design

Brief

Name, brand, market, and sell an entirely new food product
Get the product listed in grocery stores across the USA & Canada

Our Role

Brand strategy and creative direction
In-house design and packaging execution
Product procurement & consumer testing
Sales and go-to-market strategy
Broker and distribution network management

Results

$40M+ revenue in ~3-4 years
15,000+ retail locations
Starbucks, Costco, Target, Whole Foods, Kroger
8+ year on-and-off partnership
Category-defining snack brand

Spearheading a new snack category

EnWave Corporation approached us with a novel food product, "it's just cheese!", that uses their patented technology. Our task: figure out if and how it could be commercialized. We took control of the entire project.

We researched product viability and retail positioning. We developed the name and branding strategy and executed the visual identity in-house. We established pricing, packaging formats, flavors, and suppliers. After proving Moon Cheese was a memorable brand, we registered trademarks, set up SKUs, and appointed sales brokers.

Our direction shaped every aspect of the brand. We gave critical feedback at every stage, aligned stakeholders, and drove the project from concept to shelf. What started as a commercialization project turned into an 8+ year partnership, managing the brand on-and-off as it grew to $40M+ in revenue.

"Slant was integral to the successful development of an appropriate in-depth branding strategy for our dried cheese snack product. We came to them with the goal of exemplifying the fact that our product is just cheese, that's it. Slant utilized our product's unique characteristics to develop effective messaging, packaging and an online marketing strategy to ensure that consumers recognized our product as being all-natural, 100% cheese via a memorable concept."

Brent Charleton CEO (Former VP Corporate Affairs), EnWave Corporation