Schellen Bell is a Swiss Alpine Cheese product distributed to the US market by Gourmet Foods International. In November 2019, GFI decided to outsource creative for their new product Schellen Bell and contacted me to design their brand and packaging under the influence of an interesting Swiss folk tale.

Brand: Schellen Bell

Client: Gourmet Foods International

Locations: Atlanta, Colton, Denver, Conroe, Pompano Beach, Lakeland, Charlotte, Kenosha and West Caldwell.

Date of Project: November 2019

Branding and Packaging Design: Zeki Michael

Selected Logo.

The Story

During the traditional parade of “Chalandamarz” in Switzerland a very brave, determined girl decides she no longer wants to be at the back of the “Chalandamarz” procession carrying her small bell and wants to find a large bell so that she can be towards the front of the parade. Unaware of the dangers awaiting her she climbs the highest peaks of the snow laden Alps to her family’s cabin to find the largest bell in the whole country. After a scary night eluding the Frost Giant she finally manages to bring the enormous bell home and she proudly became the first girl ever to lead the parade.

A few details from the Brand Exploration.
End product of the 30 cm cheese wheel with repetitive patterns on the rind.


A logo is usually designed to represent a brand and its values in the simplest and most efficient way. In this case, Schellen Bell’s most prominent value is its amazing story.

While working on Gourmet Foods International’s latest and finest Swiss Alpine Cheese product Schellen Bell, we decided to combine GFI’s values of high quality and freshness with the inspirational Swiss folk tale using imagery and visual storytelling. Rather than beginning with the design of the logo first and then working on the packaging labels, we designed the whole cheese wheel and the story before creating the actual logo. This enabled us to fully reflect the values of the story and the Swiss culture. We then minimalised the wheel label down and selected Ursli, the main character to use as the primary logo. This has resulted in a responsive brand system and a recreation of the Schellen Bell story. In brief, Schellen Bell’s brand system is a minimalistic approach of the story and incorporates several versions of the logo – the wheel label being the main brand image and the most important asset in the responsive brand design system.

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Responsive logo usage. The logo changes size and shape depending on the medium.
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Exact Weight Precut labels
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Color palette
Close up on the 30 cm cheese with copper foil label.
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Repetitive pattern for the rind of the cheese.


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Promotional collateral.

Brand Designer specialising in packaging.