John Wm Macy's

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Enjoy the good things. Together.

Finding swagger in their why

John Wm Macy founded his namesake brand nearly 45 years ago when he noticed the joy and happiness his CheeseSticks gave family, friends and clients. A painstaking process of layering sourdough and cheddar cheese over and over and over again to create the perfect flavor & crunch. A process using the finest of clean ingredients that most conventional food companies had abandoned for efficiencies years past.

Over time, the brand grew with the Natural Foods industry, introducing the CheeseCrisps and Crostini product lines, and has become iconic at the SFA's Fancy Food Shows. In 2018, this family brand hit some headwinds with a crop of new, well financed competitors. John Wm. Macy's turned to Bright. They were game for transformational change with one caveat, you've got to keep the logo.

Our take? John Wm Macy's must take its rightful place as the best, finest quality cheese snack on the market. Suitable for serving your most discerning guests or treating yourself. Nutritionals be damned, this is an elevated foodie experience like none other.

For the brand packaging we leaned into the entertaining concept and brought the flavor forward. Adopting navy to contrast the warm golden color of the product, and introducing a new messaging hierarchy that modernized the brand, made it easier to find the product and learn more quickly from the PDP.

For the website and digital concept, we all wanted more consumer centric thinking to help drive the brand's online presence. Less product packs and more engagement. CoOwner, Tim Macy, was fond of sharing his favorite use of the cheese straws paired with sipping wine on the porch with family and friends. With that in mind, we developed the theme "Enjoy the good things. Together." as a platform to show the versatility of usages and occasions that the John Wm. Macy's delightful products fit into people's lives.

Project Scope

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Packaging | Brand Extension | Brand Guidelines | Brand Story | Brand Campaign | Website

"Now more so than ever, food & beverage brands must create a meaningful connection with the consumer at a moment's notice be it on-shelf or online. Bright brings professionalism, creative vision, and most importantly results that helped to enable a period of outstanding growth in exceptionally challenging times. The Team at Bright takes the time to get to know you and your brand, offers advice and guidance, delivers on time and on budget, all while somehow making the entire process feel like a conversation with a good friend and that is the true magic of what they do."

— Jason Soleau, Vice President of Sales | John Wm. Macy's