Cheese producer and milk processor Wyke Farms has revealed newly redesigned branding and packaging for its entire core range of cheese.

From this month, the core range of Wyke Farms mature, extra mature and vintage variants will be presented in new packaging using material that has a premium parchment-like feel to it; it is tactile, smoother and thicker and offers the shopper a brand experience unlike anything seen before within the dairy category, the company said.

The re-sealable zip functionality of the new packs is much improved, allowing easy opening without scissors and a satisfying “click-shut” fastener. In addition, the pack itself uses less material, reducing the overall packaging weight by 4% and further demonstrating Wyke Farms’ commitment to green practices.

The packaging also features scatter print illustrations from the family archives, subtly sitting in the background, and uses imagery to communicate Wyke Farms’ unique family cheese making and farming heritage. The overall pack design, accompanied by a reworked logo and new website, will help to better communicate the brand’s provenance and farmhouse position.

“Our award winning taste is unchanged but now the packaging is as crafted as the cheddar inside,” said Wyke Farms marketing manager Jennifer Gray.

The packaging has been unveiled at a time when the producer is aiming to achieve a four-fold increase in sales during the next 12 months.

Wyke Farms managing director Rich Clothier said: “We are blessed with unique provenance, a beautiful location, an infallible, award-winning family recipe, a strong green story to tell and a family team with cheddar making at our very heart. We needed an identity that works to communicate the strength of our brand; we are here to stay and to shout about our credentials.”

Source: http://www.foodbev.com/news/wyke-farms-presents-newly-rebranded-and-repackaged-cheese/