Say Cheese! x 3
Brief
Brakes are the leading food wholesalers in the UK and are the catering and food suppliers of choice for thousands of businesses in the catering industry. Brakes wanted us to create their “own label” for their portion cheese range. It was pivotal that the branding conveyed, above all, being a British produce. Apart from being proudly British they also wanted us to look at creating a branding with personality.
Concept 1. 'The farm meadow'
Strategy
With this in mind, we thought about what defines Britishness at the most, as well as a play on British farms and factors that would establish a good product. Due to the small sized product and closed packaging we also focused on giving the consumer a ‘window’ to see the product.
With this in mind, we thought about what defines Britishness at the most, as well as a play on British farms and factors that would establish a good product. Due to the small sized product and closed packaging we also focused on giving the consumer a ‘window’ to see the product.
Concept 2. 'Best of British'
Concept 3. 'Happy Cows'
Solution
In the different positionings we looked at what defines and summed up Britishness, as well as what, in the eyes of the consumer, would be a great farm - Happy and free range cows grazing in the meadows = Good Milk = Great Cheese.
In the different positionings we looked at what defines and summed up Britishness, as well as what, in the eyes of the consumer, would be a great farm - Happy and free range cows grazing in the meadows = Good Milk = Great Cheese.
Which concept is your favourite? Please leave comments and appreciation below.