Good Culture
Cottage cheese has a devoted following, but the generic options dominating grocery shelves barely scratch the surface of the potential for this protein-packed food.
LA-based startup Good Culture approached us with a mission to completely reimagine cottage cheese using 100% organic ingredients and an innovative lineup of sweet and savory flavor blends. Their vision was simple yet revolutionary: take cottage cheese seriously as a premium food category and create products that would make people genuinely excited about eating it.
What’s in a name
Working closely with the founding team, we developed everything from the ground up—starting with the company name "Good Culture" that playfully referenced both the live cultures in the product and the positive community they wanted to build around better eating. The visual identity and brand strategy needed to position cottage cheese as something aspirational rather than utilitarian, transforming it from a diet food afterthought into a craveable, Instagram-worthy snack. The initial package design was crucial for breaking through shelf clutter and signaling to health-conscious consumers that this wasn't their grandmother's cottage cheese.
Go to Market
Good Culture's strategic launch in select health food stores created the perfect testing ground for premium positioning before expanding into major retailers like Whole Foods and Sprouts. The brand's success demonstrates how thoughtful positioning and design can elevate even the most humble food categories, proving that with the right approach, any product can find its premium market. Good Culture didn't just create better cottage cheese—they created an entirely new way for consumers to think about an overlooked superfood.
