Back to Work

Moon Cheese: Space Spice

Turning up the heat on a beloved snack brand. We led strategy and creative direction for Moon Cheese's spiced flavor line extension. We selected and managed a design agency, directed the work, and shepherded the project from concept through launch.

Brand Strategy Packaging Design Product Development
Moon Cheese Space Spice Out of This World Pizza flavor packaging on wooden board with pepperoni, cheese, and astronaut figure

Brief

  • Explore how to best extend the Moon Cheese brand
  • Develop brand strategy and product positioning
  • Design packaging that stands out on shelf
  • Maintain brand personality while signaling "new"

Our Role

  • Brand strategy
  • Creative direction
  • Agency selection and management
  • Stakeholder alignment
  • R&D collaboration

Results

  • Successfully launched nationwide
  • Multiple flavor variants brought to market
  • Available online and in major retailers

From insight to outer spice

The challenge: how do you grow an established snack brand without losing what made it special? Moon Cheese had built a loyal following with its crunchy, 100% real cheese snacks. The brief was to explore how to best extend the brand.

We started with people, not products. By understanding our audience's cravings for novelty, excitement, and authentic fun, we mapped out a strategy that would extend the brand's playful personality while respecting its core values.

The answer was spice. Not only did it hit the right notes with consumers, but a spiced variant was also smart from a production standpoint. The factory could produce it with minimal additional time and cost compared to other options we explored. We brought in a design agency to execute the vision, directing every round of creative and giving critical feedback at each stage. We also brought along stakeholders and R&D throughout the process, making sure everyone was aligned.

Moon Cheese Space Spice purple packaging with spice trails cascading down against starry background
Moon Cheese Space Spice Chipotle Chili flavor in purple packaging with cheese bites scattered around
Moon Cheese Space Spice Spicy Lunar Lime flavor in bright green packaging

Design Evolution

The packaging went through multiple concept rounds, from "Cosmic Flavors" to "Space Spice" to the final "Star Dusted" direction, each iteration refining how we communicated the spiced-up experience.

Directing the design

Every aspect of the consumer experience was carefully considered: product development, packaging imagery, wordmark usage, color palette, and copywriting. The goal was packaging that wasn't just eye-catching, but meaningful.

We pushed the design team through multiple creative directions, testing concepts like "Cosmic Flavors," "Moondusted," and "Space Spice" before landing on the final "Star Dusted" positioning. Our feedback shaped each iteration, moving us closer to packaging that would pop on shelf while clearly communicating the spiced-up twist.

Moon Cheese Space Spice shelf set showing competitive positioning against other cheese snack brands like Whisps and Parm Crisps
Early Moon Cheese Cosmic Flavors concept in purple with Savory Space Pie flavor
Moon Cheese Space Spice Zesty Moon Pie concept in pink packaging
Final Moon Cheese Star Dusted Starry Slice Pizza packaging in pink
Moon Cheese Star Dusted Galactic Gouda with Zesty Pizza Spice flavor
Moon Cheese Star Dusted Starry Slice Pizza front and back packaging showing nutrition facts
Moon Cheese Space Spice Lunar Lime packaging with colorful pinata styling and scattered cheese bites
Playful astronaut figure standing in bucket of Moon Cheese bites against blue space background
Moon Cheese Star Dusted Really Gouda Pizza front and back packaging design
← Previous: Moon Cheese Next: Rogers Foods →