Radd Foods, a Michigan-based dairy-free cheese brand, has taken up a packaging redesign thanks to Bullish. It was a recipient of Bullish’s $24K for 2024 initiative.
Bullish gave Radd Foods a brand refresh – designed the brand’s packaging, wordmark, and extended brand elements to make the product line eye-catching on shelves. This helped Radd Foods capture the attention of adventurous, flavor-hunting foodies.
Jake Tiemen, Bullish’s Creative Director, said they drew inspiration from the energetic visual era of the late 80s and early 90s to revitalize the sleepy dairy-free category. “We created a bold, impactful wordmark and paired it with elements that tell a story and build a unique world around the brand,” he explained. “Just as Radd’s dairy-free cheese offers bold, unexpected flavor, our visual system aims to evoke that same sense of surprise and excitement.”
Brett Andersen, Director of Operations at Bullish, said they loved the fact that Radd was in its earliest stages and founded by a creative and scrappy team based in Michigan. “Dairy-free cheese isn’t necessarily thought of as a sexy product, so we gravitated towards the white space with the goal of helping the brand bring new energy to the category.”
Emily Williams, Co-founder of Radd, said Bullish welcomed Radd Foods like family to collaborate and build a world-class brand. “They listened to our unique needs and created a system that will serve us as we grow.”
Bullish said Radd Foods’ rebrand features a partnership with Frank’s RedHot and a ranch flavor. “We helped give Radd a clear personality, a language to speak in, and a sense of time rooted in the 80s and 90s.”
The creative agency created an impactful wordmark with elements that tell a story and build a world around the brand that evokes the same sense of surprise and excitement that one gets from Radd’s bold flavor.
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