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Tofutti Cream Cheese Redesign

student assignment, 2019

5 week assignment. I was assigned to choose a food brand and redesign the packaging. I chose Tofutti, my favorite vegan cream cheese, because I was unsatisfied with it's current branding. I wanted to create a character that embodied their slogan "Better than cream cheese!". This toasted bagel is snooty while still being charming. 

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For my process I started with three different characters; a juggling cow, a bagel sauvignon, and a snooty bagel. In the end I chose to go with the bagel because it was the most attention grabbing and I liked the pun of it being a bagel encapsulating the cream cheese. The juggling cow was not immediately understood by test audiences and the sauvignon while being charming was hard to read from far away. 

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