The largest importer-manufacturer of Italian hard cheeses in the U.S., Schuman Cheese partnered with Boxer to reinvent their flagship brand, Cello to extend its distribution. Boxer hinged their design with a re- positioning from the point-of-view of the Cheese Lover in a category full of "Cheese Maker" stories based on family craft, and heritage. This was embodied in a bold, flourishing brand mark expressing the Joy of Cheese and a design system that utilized color to cue cheese type, making what was shopping a difficult, commoditized category of hard white cheeses that essentially look the same easier. To ultimately support the proposition, Boxer implemented transparent film labels allowed consumers to view the cheese supporting a key food trend in consumers' needs for transparency and purity.
Boxer is best known for being the packaging AOR for McDonaldâ€™s worldwide for the past 13 years. Â We are a global brand design firm specializing in all elements of branding and packaging, which includes new product development, brand creation (strategy, naming, logo), and delivery (packaging production and mock-ups, marketing materials, websites). Â Â We believe branding is a business tool so whether we are creating new brands or "dusting off" old ones, we deliver "design that works" to further our client's business goals. Â Boxer is unique in that we approach brands in graphic and technical terms, so a brand manifests not only in the look&feel of graphics (2-D) but in the form&function of structure (3-D). Â We call this Holistic Packaging by DesignTM founded on that principle. Â We look forward to creating "Design that works" for you. Boxer is part of HAVI, an international packaging firm, based in Chicago USA and London UK.