Ana Meza

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branding・2018

RIFRAF
Ricotta Cups

Build a bold brand identity from the ground up for RifRaf Ricotta Cups, a one-of-a-kind snackable experience born from a love of adventure (and cheese). The brainchild of the founders of Bushwick-based creative agency Madwell and a chef friend, RifRaf set out to disrupt the wall of white in the dairy aisle and bring the category some much needed color, in more ways than one.

Worked across every phase from naming to final rollout, designing the logo, illustrations, packaging labels, landing page, and setting the art direction for photography.

Partnered with the strategy team through a series of workshops to land on the name RifRaf, capturing the brand's boldness and the duality of its flavor pairings. The visual concept led with unexpected color for the category while nodding to each flavor pairing. Designed the logo and a full set of illustrations across all 5 SKUs, then extended the system into packaging labels, web design, and supporting graphics, while establishing the art direction for photography, and applied it across every touchpoint from packaging and web to social, print, and sampling swag.

Worked across every phase from naming to final rollout, designing the logo, illustrations, packaging labels, landing page, and setting the art direction for photography.

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