CHEEX

Feb 2023

This brand identity project for CHEEX establishes a visual language centered on bold typography and a high-contrast palette of red, white, and burnt orange. Developed by PLUSMINUS and Jasmin Scharrer, the work spans physical collateral and digital touchpoints, applying a clean and minimalist aesthetic across print and screen. The identity leans into playful graphic design, featuring cartoon illustrations and text-heavy messaging that appear on die-cut stickers, promotional flyers, and product packaging. The application across urban outdoor media and stationary emphasizes this versatility, utilizing natural light and architectural shadows to ground the brand within tactile, textured environments.

Horizontal, Commercial, Clean

Typography

Advertising Campaign