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Cheetos® Cajun is in the Cards

2024

Project Overview

We created a Chester Cheetah tarot deck and recipe booklet inspired by New Orleans fortune telling to promote the new summer flavor, Cheetos® Flamin’ Hot Cajun Cheddar Snacks.

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Scope

  • 22-card Major Arcana tarot deck featuring Chester Cheetah and Cheetos® snacks

  • Custom deck box, recipe booklet and instructions card

  • TikTok fortune-telling filter

My Role - Lead Artist & Lead Tarot Consultant

  • Designed and illustrated all 22 cards, including card backs

  • Designed box packaging, instructions card, booklet art, and TikTok assets

  • Designed the custom font used throughout the cards and instructions

  • Designed Chester Cheetah's outfit for adaptation into a 3D model for commercials

Branding

Being a staple snack from my childhood, I approached this project as a love-letter to Cheetos® and its history. Throughout the deck I incorporated homages to past and modern Cheetos® flavors, branding, commercials and packaging. Chester’s face on the Mischievous Moon card (inspired by the “Man in the Moon” myth and the "moon made of cheese") was ultimately selected as the project’s logo.

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Process

I wanted the deck to function as both a historical Cheetos® collectible and a practical tarot deck. Each card uses visual cues to communicate its traditional meaning while incorporating motifs from the 1909 Rider-Waite-Smith deck. Through playful compositions and visual substitutions, I adapted recognizable tarot imagery to Cheetos® while retaining its core visual language.​

To reflect the Louisiana and Mardi Gras influence, I developed a festive green, purple, and black palette for the box and Chester's outfit, incorporating fleur-de-lis motifs throughout the deck. The box was designed as an extension of the tarot-reading experience: Chester appears to reveal the user's fortune on the front and back, while curtain imagery along the sides creates the illusion of a private reading.

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Social Engagement

We announced the new Cheetos® flavor and tarot deck on TikTok alongside a fortune-telling filter that randomly assigned users one of the 22 cards and a corresponding cheesy prediction.

Creative Director: Tammy Booth
Associate Creative Director: Katie Renfroe
Copywriter: Rachel Koren

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