The Burger Cheese

The visual identity on the product packaging did not align with the messaging or marketing touchpoints, creating a disconnect for buyers and diminishing the brand’s cohesion. Compounding this issue was the brand’s positioning statement, ‘Don’t ruin a great burger with thin, cheap cheese,’ which conflicted with one of its products: the ‘Thins 160’ SKU, offering thinner cheese slices at a lower cost per slice than the thicker options.

Furthermore, while Pure Dairy was a reputable name in the dairy sector, the connection between The Burger Cheese and Pure Dairy was not clearly evident on the packaging and website. Although Pure Dairy was mentioned in the copy, the lack of a visible brand architecture strategy left the association unclear for buyers.

To address these challenges, Fluid Branding developed a cohesive strategy that clarified and elevated The Burger Cheese’s identity. The strategy reinforced the brand’s essence as ‘The Original and Best,’ highlighting its status as the go-to choice for an indulgent burger experience.

Fluid Branding introduced a bold, retro-inspired design to capture the tongue-in-cheek, and loud personality. This updated visual identity embraced the brand’s American roots while adding an iconic, standout look that immediately drew attention in the normally staid and boring world of food service marketing. The new visual language revolved around highlighting the slice count, with a flexible system of slices that could overlap each other to create a distinctive framing device. A melty ligature between the E and S underlined the product features; the high melting point, non-oily texture, and creamy flavour that were called out in the pack messaging.

To resolve potential confusion around the product SKUs, Fluid modified the design hierarchy with clear indicators of the different cheese slice options ensuring users could quickly distinguish between the thicker 96-slice and thinner 160-slice packages when working in a busy commercial kitchen. These callouts communicated slice thickness and quantity without overshadowing the brand’s premium image. Pure Dairy branding was incorporated on the back of the packaging to establish a visible and credible link to The Burger Cheese’s parent company, thus reinforcing the product’s quality and authenticity.

The new, unified brand identity creates a seamless experience across packaging and marketing, reinforcing the product’s position as the “Original and Best” burger cheese. The clear differentiation between the thick and thin slices allows buyers to quickly understand the value and purpose of each SKU, eliminating confusion and facilitating informed purchasing decisions. With its revitalised brand identity, The Burger Cheese effectively conveys premium, authentic quality, delivering the high-melting, rich, gooey cheese experience that burger aficionados in Australia demand.