Snacks

Puff’d: cheesy, airy and puffy

CHEEZ-IT sought to introduce a light, puffy, and airy snack inspired by its iconic square shape but designed to stand out in the competitive snacking aisle. The goal was to create a presence beyond the cracker aisle, emphasizing the brand’s playful and airy nature. The Puff’d design system, characterized by a joyful, is recreated by a bouncy shape language that visually represents the light and airy nature of the product. The use of Bounce Lines adds a touch of Cheez-It’s signature playfulness, while reinforcing the product’s unique, airy texture.