UTZ SNACKS - JAX

Jax—the bold, cheesy, puffed corn snack from Utz—has been a nostalgic favorite for decades. But as snack culture evolved and new generations took over the shelves (and the scroll), Jax needed a modern, digital-first brand presence that could stand out while staying true to its unapologetically cheesy roots.

[THE CHALLENGE]

Jax had all the flavor, but none of the digital one.

The existing brand felt stuck in the 90s—low-res graphics, minimal storytelling, and no distinct voice.

There was no dedicated web presence, no brand home, and no clear message that could compete in a market flooded with new-age snack disruptors.


We needed to

- Reposition Jax as a bold, confident, snackable icon
- Create a brand system that could flex across packaging, social, and web
- Launch a website that mixed nostalgia, humor, and scrollable fun
- Produce video and content around the brand
- Build loyalty among both OG fans and next-gen snackers

[BRAND & WEB STRATEGY]

[PRODUCTION]

[WEBDESIGN]

[DEVELOPMENT]

Brand Refresh: Loud, Proud, Crunchy

- We kept what made Jax iconic—the intense orange, the unapologetic puffiness—but dialed everything up.

- Reimagined the logo with chunky, cartoon-style typography
and subtle texture

- Expanded the color palette: bold orange, neon cheese yellow, with deep purples and retro gradients

- Created a suite of graphic elements—mascots, puff explosions, flavor badges that work across social, packaging, and web

- Developed a tone of voice that says exactly what Jax is: loud, cheeky, and a little unhinged in the best way.


Web Strategy: From Aisle to Scroll

We built the site strategy around delight and immediacy. It needed to feel like cracking open a fresh bag of Jax.

Audience Research

Spoke with longtime Jax fans, Gen Z snackers, and convenience store buyers to understand what makes them click, buy, and shareCompetitor Analysis: Looked at modern snack brands like Takis, Cheetos, and OffLimits to benchmark visual tone, interactivity, and conversion paths


Information Architecture


Simple, punchy, and fun: Home, Flavors, Store Locator, History, and “Get Cheesy” (for merch + social moments)


User Flows

Designed paths for instant flavor discovery, seamless store locator experience, and integrated TikTok/social moments that drive community.


Website Design & Development
We brought Jax to life online in a way that felt deliciously chaotic (in the best way).

Interactive homepage with animated cheese puffs flying through spaceHover states that make you laugh, scroll-triggered crunch SFX, and Easter eggs everywhere

Flavor detail pages with bold photography, cheeky backstories, and user-generated content, Store locator,  UX built for mobile-first snacking decisions

Webflow build with a CMS system for launching limited drops, merch, and content updates fast

[RESULTS AND OUTPUT]

2.4x

increase in average session duration

+67%

Increase traffic from social

3x

Store locator usage up 142%

[CREDIT & LINKS]

www.utzsnacks.com

Project Management: Nikos Maheras
Design/Creative Direction: Matthis Garnier
Web Strategy: Nic Warington
Development: Tom Dawson

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WALL OF FAME

DRAG ME IF YOU CAN

Our website and brand took a leap forward. The process was smooth. The communication was terrific. I really appreciate the SVZ team’s attention to detail and delivery. I would recommend them to anyone looking to up-level their brand.

Jon Silvers
Head of Marketing, Search.io

We've had the pleasure to work with the SVZ team on a complete re-design of our website. We were highly impressed by their structured approach and organization, as well as their customer-centric approach to web design. We're very happy with the final outcome and results!

Vincent Huber
Co-Founder, Jrny

We're very happy with the finished website & brand. The SVZ team did a great job of understanding the challenges of both our business and what we needed from a website, as well as our company aesthetic, to create a website that's both functionally scaleable and beautiful. And on the backend, it's very clean! So easy for us to follow the style guide and add/update content as necessary. Incredible.

Jenn Virskus
Head of Marketing & Communications, Saildrone

SVZ has been an incredible partner from research to design, development, and beyond. Their thoughtfulness, adaptability, and ability to truly understand our needs resulted in a beautiful website that captures who we are and what we do perfectly.

Bill Meyer
Bill Meyer, executive director, EMA Foundation

SVZ did a beautiful job designing and developing our Webflow site. The SVZ team made the effort to really understand our data, analytics, brand, and our team loves the outcome. They also migrated all of our content from Hubspot without help from our internal devs — now we have a super scaleable website with all of our legacy content and we’re climbing the SEO rankings faster than ever.

Summer Romasco
VP of Marketing & Artist, Burner

Congratulations on finding and considering SVZ! As a 20 year agency business developer and strategist, Ive worked with countless digital and integrated agencies and teams, my criteria are the same as yours, quality, accountability, timeliness and communication, and SVZ checks all boxes and comes through every time. I tapped him to build a campaign site which they delivered above and beyond, and then SVZ became my secret weapon when my contacts needed someone like them. In short, Ive know Scott and the SVZ team for over 7 years, I’ve worked with agencies since, but they have always been a short list for us. I stand behind their work.

Michael Rosenfeld
Marketing Partner, WeedMaps