Culcherd - Packaging & brand update

Photography (table top / packaging), Creative Director, Brand Management
Case Study: Culcherd – A Brand Evolution Rooted in Craft and Strategy
When it came time to evolve the Culcherd brand, the goal was clear: create a packaging and marketing system that not only reflected the craftsmanship and quality of our plant-based dairy alternatives but also resonated deeply with both retailers and consumers. This wasn’t just a design update - it was a full-scale brand refresh across packaging, sales materials, and visual storytelling.
Perspective
As both Brand Manager and Photographer, I had a unique perspective. I wasn’t just overseeing the strategy; I was immersed in the creative process - ensuring that every element, from sell sheets to shelf talkers, postcards to packaging, aligned with the bigger vision. Balancing both roles gave me the ability to see the brand from multiple angles - as an owner, a marketer, and a creative - ensuring that every detail was executed with precision.
Collaboration
We collaborated with an incredible team to bring this vision to life:

✏️ Design: Chloe Yeo, Brady Bone, and Gage Mitchell of Modern Species – crafting a visual identity that felt artisanal, clean, and premium.

📷 Photography: Myself (Tim D) and Jessica E – capturing the essence of the product with rich, natural, and inviting visuals.

🧀 Brand Management: Myself and Elizabeth Gallagher – shaping the overall direction and ensuring consistency across every touchpoint.
The Details
This project was a testament to the power of strategy meeting craft - where business goals and creative execution worked hand in hand. Managing multiple aspects of this rebrand allowed me to bring together vision, storytelling, and attention to detail, ensuring that everything - from the way the packaging sat on a shelf to how it was perceived in a digital ad - felt cohesive and intentional.
The Result
A refined brand that not only looked beautiful but also performed in the market, helping to grow Culcherd’s retail presence and strengthen its connection with customers.
Seeing a brand through every stage - from concept to execution, from strategy to final imagery - is what I love most about my work. It’s about crafting a story that feels as good as it looks - and ensuring every detail tells that story with clarity and impact.
Culcherd
Culcherd wasn’t just another project—it was a business I co-owned and actively grew alongside my business partner, Liz Gallagher. Together, we worked on scaling the brand, expanding our national footprint, and ensuring Culcherd became a recognized name in the plant-based food industry.
Strategic Growth & Expansion
📈 National Retail Expansion – Oversaw sales strategy, broker partnerships, and distribution, securing major national retailers like Whole Foods and expanding Culcherd’s presence across Canada.

🏭 Scaling Manufacturing – Worked on optimizing our production facility, collaborating with food scientists and plant engineers to improve product development, efficiency, and quality control.

🛠 Team & Operations Management – Managed teams both internally and externally, ensuring smooth operations across sales, marketing, and production.

🎯 Brand Positioning & Marketing – Directed marketing strategies, consumer research, and product scaling initiatives, ensuring Culcherd stood out in the competitive CPG space.
Through a combination of strategic growth, operational excellence, and strong branding, we transformed Culcherd into a nationally recognized plant-based brand, securing major retail deals, expanding manufacturing, and strengthening consumer trust—all while staying true to our craft and mission.
Recognition
🧀 NEXTY Award Finalist for Best Dairy Alternative (Everything Bagel) at Expo West 2022
🧀 Chatelaine Magazine
🧀 Toronto Life Magazine
🧀 Edible TO magazine
🧀 Food & Drink - 2020 Early Summer Issue
🧀 Strategy Magazine - interview
“Culcherd is changing the culture surrounding, well, culture, touting the probiotic content of its vegan cheese and rebooting its packaging”

🧀 VegConomist 2 - rebrand
🧀 Canadian Packaging
🧀 Clear Life Magazine
🧀 Toronto Guardian
🧀 Ontario Vegan Magazine
🧀 Fresh City Farms - Blog - “Toronto is going crazy over this vegan company”
🧀 Vegan Ontario Magazine - cover
🧀 Food in Canada
🧀 Canadian Grocer
🧀 Kawartha Now - interview
🧀 VegConomist 1 - first brand
“Forget the butter versus margarine debate and try this pure and nourishing butter made in Toronto”
Lisa Borden Village Living Magazine
“I enjoy having Culcherd's vegan butter ... guilt free. Makes being Vegan Keto easier!”
Dr. Sanjeev Goel Medical Doctor
“Whether you’re vegan or not - these dairy free cheeses are so damn delish!”
Jann Arden - singer-songwriter and actress
“You have set a new gold standard for vegan cheese and butterless butter … a standard that tastes decadent and incredible!”
Christine Couvelier Executive Chef & Global Culinary Trendologist
"Our family loves Culcherd! Its versatility in the kitchen makes it a great dairy-free alternative for so many dishes and snacks. Even if you eat dairy, it is a great addition to any meal."
Josh Gitalis - Ba(H) CNP RNCP/ROHP IFMCP
“There is nothing like Culcherd! Having been off dairy for the better part of the last 15 years, cheese was something I missed most. Culcherd’s creamy, smooth, rich tasting spreadable cheeses fill that gap and go beyond it. That these cheeses are fermented offers a digestive perk! Dairy and non-dairy eaters alike will delightfully savour this exceptional goodness, made and packaged with beautiful care."
Meghan Telpner - Founder of the Academy of Culinary Nutrition
“Wow - standing ovation! I was promised a buttery experience and it certainly delivered!”
Jared Kligerman - The Think Tank Marketing Agency
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