Say Cheese

Had an awesome time working on this new brand identity for Say Cheese, a local brand for snacks. This visual identity plays with a double entendre, suggesting not only the product but also the joy behind capturing those silly moments while eating cheesy snacks.

The symbol–a smiley face looking through– resembles the expression "say cheese" while taking a picture, and looking through a camera lens (or a piece of swiss cheese).

The full name is represented with a wordmark that integrates the signature "smiley face" picking through the curvature of the capital "S". And also can be repeated in graphic patterns that evoke a gooey string of cheese.

The wordmark is set in a script typeface that resembles the texture of cheese. All graphic elements can be modulated across the identity for different applications, from interiors to packaging. The bold colours and playful imagery carries though the overall identity of the brand.