The assignment for this project was to choose an existing brand of cheese and give it a complete rebrand. This included logo, identity system and packaging for a full line of products.

Pure Luck is a small, artisanal cheesemaker from Austin, Texas that specializes in goat cheese. The name, based on the owner's feeling of total gratitude for her success, was my inspiration. I also wanted to evoke the craftsmanship that goes into the product, while keeping the design modern and fresh. The concept for this piece was inspired by WPA era design, gambling and Texas itself.

I created a custom script wordmark for the identity, and paired it with classic typography and geometric symbols drawn from playing cards. The box was laser-etched, and completed with rough linen and waxed butcher paper for the cheese.