Cheese Strings

Grupo RTM needed to launch a cheese strings brand in the competitive Iberian dairy snack market — a category dominated by established international players. The challenge was to create a visual identity strong enough to compete on shelf without the budget or heritage of larger brands: everything had to be built from scratch, and it had to work immediately.

Ana Clemente Design developed the complete visual world for Mr. Cheese. At the centre is the lion mascot — playful, warm and expressive — designed to create instant emotional connection with children while reassuring parents. The hand-drawn lettering gives the brand a friendly, approachable personality that stands apart from the generic typography common in the category. A bold blue and yellow palette communicates freshness and energy, while the red base anchors the pack and adds visual impact on shelf.

The nutritional message “1 glass of milk = 1 cheese string” is integrated as a key design element rather than a compliance footnote — making the product’s calcium content a visual argument for purchase rather than small print.

The brand world is immediately recognisable.