Cello Brand Identity System

The largest importer-manufacturer of Italian hard
cheeses in the U.S., Schuman Cheese partnered with
Boxer to reinvent their flagship brand, Cello to extend its
distribution. Boxer hinged their design with a re-
positioning from the point-of-view of the Cheese Lover
in a category full of "Cheese Maker" stories based on
family craft, and heritage. This was embodied in a bold,
flourishing brand mark expressing the Joy of Cheese and
a design system that utilized color to cue cheese type,
making what was shopping a difficult, commoditized
category of hard white cheeses that essentially look the
same easier. To ultimately support the proposition,
Boxer implemented transparent film labels allowed
consumers to view the cheese supporting a key food
trend in consumers' needs for transparency and purity.