Mini Cheddars - Cheddar Town

I think this is the best job I’ve ever worked on. It’s a rebrand of Mini Cheddars based around the idea that somewhere in the UK an isolated town exists where cheese people, cheese animals, and purple people live in harmony… until they run out of their main food supply; Mini Cheddars. Throughout the nine spots we see humans and cheeses sharing Mini Cheddars Sticks and engaging in lighthearted antics. There’s always a dark undertone (the cheeses are constantly learning that there’s a real cheese in every pack of Mini Cheddars) but we also see cheese and human romance bloom as well as the antics of a cheese pug amid the general sitcom approach of the campaign.

We wanted to make this seem authentically like a real adult-animation TV show in the vein of Rick and Morty, Bob’s Burgers, and The Simpsons. The sound of the world and the voices are meant to evoke reality, so this crazy world seems all the more crazy because it sounds like our world. In the same vein, we wanted the background design to reflect the real world; somewhere you could imagine visiting.

I worked with Rob Flowers on the cheese characters; it ended up being something quite different to Rob’s usual style, which was really cool to see. We had a lot of fun figuring out the wonkiness of the lines and just how offset the eyes could be before the cheeses started to look drunk. We brought in an a very cool illustrator called Yime to design the humans and he really excelled at making everyone look quirky, friendly and hip. Yime and Thiago Soares Ribeiro did the backgrounds and they are just amazing. What a great project.