McCall's Grassfed Irish Cheddar previously known as "McCall's Shamrock Cheddar" is a rich and buttery, and slightly sharp line of cheddar cheeses imported from Ireland and distributed to the US markets. In 2021, Gourmet Foods International chose Zeki Michael Studio to work on their much-awaited re-brand with a goal to re-conquer the US markets through dedication to authentic Irish cheddar making. With a design approach focusing on big, bold and characteristic lettering Zeki Michael explored a style that not only stands out on the shelf, but also communicates the Irishness and heritage aspects of the product in a retrospectively simple way. The re-design is built around a responsive logo system featuring a happy cow feeding on grass and additional assets such as a hand holding out shamrock branches as a symbol for good luck .