‍Client: Cedar’s Foods
Partner Agency: 36
Project: Merch for the Cedar’s Reserve product launch

The Beginning

Earlier this year, w sent an email to our friends 36 with the subject line: Hommus Help.

We'd been following the new branding work for Cedar’s Reserve, and it immediately stood out—fresh, sleek, and proudly local. When we found out Steve’s team was behind it, we knew we had to be a part of the merch story.

Luckily, the timing was perfect. Cedar’s and 36 brought us in early (our favorite time to join a project). When the energy is all about vibes, vision, and possibility. Before the boundaries are drawn.

Setting the Mood

Once we saw the Reserve brand assets, our team had to reset our creative compass. We imagined ourselves somewhere off the coast of the Mediterranean:

Barefoot. Linen shirt. Salty air. Sun-drenched olives. A chilled glass of something fancy. Hommus in hand.

That was the mood we needed to capture with merch. A little more luxe. A little more “slow down and enjoy it.” A sensory-driven experience that translated into product.

The Creative Approach

We started with a merch mood board (always a favorite step) and pulled references that would stretch the brand in a new but authentic direction. Brands with a similar feel, yes—but more importantly, products that sparked emotion.

We asked:
What would make someone feel something—not just wear something?
How do you take a grocery store staple and elevate it into a lifestyle moment?

From garment color and texture to typography and tone, everything pointed back to that Reserve feeling—elevated but grounded, familiar but aspirational.

The Outcome

The resulting merch line feels like a true extension of Cedar’s Reserve:
Clean and premium
Rooted in place and culture
The kind of gear you’d actually want to wear on a breezy late-afternoon boat ride

We’re proud of what came to life—and even more grateful for the trust Cedar’s gave us to stretch creatively. And to Steve and the team at 36: You made the process fun from start to finish.

Want Your Brand to Feel Like Something?

This project is a great example of what happens when you treat merch as a brand storytelling tool, not an afterthought.

Let’s make something people feel.