THE CHEESECAKE
FACTORY
At Home Consumer Products
The Cheesecake Factory is known for it's extensive menu, signature desserts, indulgent flavors, and fun, fantastical restaurant experience. They approached CAA (Creative Artists Agency) to translate their restaurant brand’s DNA into a line of licensed grocery products. Our vision - to bring the same fun, high quality food experience into their guests' homes.
As CAA’s Associate Design Director, I spearheaded the entire ideation-to-pitch-to-delivery process, overseeing strategy, design, production, and timelines. My work included creating the brand identity, positioning, product expansion strategy, style guide, brand standards, and look and feel for The Cheesecake Factory At Home™ line. I conceptualized and created a packaging system that could expand across categories, including instructional iconography. Conducting market research, we identified brand extension opportunities. Collaborating with CAA’s licensing team, I created product mockups and designed licensing sales pitch presentations which secured licensing contracts and retail distribution. I presented concepts internally and externally, winning buy-in from C-level executives. I oversaw production timelines and directed multiple licensee teams on branding, design, copywriting, FDA compliance, prototyping, packaging photography, and final mechanical artwork production. Working closely with The Cheesecake Factory’s Marketing team, I art directed marketing shoots for digital and social platforms.
Result: Premium Baking Mixes and Chocolate Candy launched in June 2017. The creation of the CPG brand generating a new multi-million-dollar revenue stream for The Cheesecake Factory. Partnering with Continental Mills, the Premium Cheesecake Mixes were available nationwide in Walmart, Kroger, Publix, and Winco. Partnering with Rivo, the Cookie and Cupcake Mixes were available exclusively in over 3,000 Walmart stores. The Cheesecake Factory At Home™ line continued to expand into ice cream, pudding and brown bread.
Collaborated with: Chief Creative Officer: Alice Ann Wilson | Sr. VP Business Development: Ian White | CMO, The Cheesecake Factory: Donald Evans
Packaging Iconography System
Brand Strategy & Style Guide
Marketing Photography
WHAT THE CHEESECAKE FACTORY SAYS
“From the minute we met Sarah she had an innate understanding of not only our company but our Brand DNA. Her creative sensibility is second to none, she is a pure pleasure to work with and someone who The Cheesecake Factory relied on to drive our new Consumer Products Initiative. Her creative was always backed up with insight and I look forward to working with her again in the future.”