RifRaf was our first in-house product creation at Madwell Ventures, inspired by Madwell’s co-founder’s favorite snack. Spotting a gap in the dairy aisle, we set out to create the first snackable ricotta—from scratch.

After nearly a year of testing and refining the recipe, we were ready to bring it to market. But this was more than launching a new brand—we were introducing an entirely new product category.

To help customers understand this new concept, we developed an illustration style that highlighted both sweet and savory pairings. The packaging was designed with thoughtful details to guide and educate the curious.