CHEEX: Brand Identity

Feb 2023

The brand identity for CHEEX, developed by designers PLUSMINUS and Jasmin Scharrer, establishes a bold visual language across both physical and digital touchpoints. The project employs a high-contrast palette of vibrant red, white, and burnt orange, anchored by confident, clean typography that carries the brand’s messaging across varied mediums. Execution ranges from extensive out-of-home advertising, including urban billboard installations and wheat-paste posters, to tangible brand assets like die-cut stickers, foil packaging, and minimalist print collateral. The design leans into a tactile aesthetic, often placing graphic elements against textured surfaces like rust-colored fabrics and concrete to emphasize the physical presence of the brand. Digital components are integrated through a mobile app interface that maintains the brand’s typographic hierarchy. By pairing playful, illustrative elements with a structured, minimalist layout, the identity maintains consistency across packaging, stationery, and environmental displays.

Horizontal, Commercial, Clean

Typography

Advertising Campaign