StrattonWindett matures look of cheesemonger Paxton and Whitfield

Paxton and Whitfield, the Jermyn Street cheesemonger, launches a revamped corporate identity by StrattonWindett this week as the company moves to update its traditional image in order to attract younger consumers to the brand.

The project includes packaging for over 70 products and corporate marketing material in addition to the identity. Retail interiors at the company’s three stores will also be updated by the consultancy.

According to StrattonWindett creative director Terry Stratton, the group was briefed to ‘bring tradition into modernity’. It retained the name and the royal warrant and updated ‘almost everything else’, he says.

The group created an updated strapline and used new letter forms, but retained ‘the feel of the 19th century lettering on the old Jermyn Street shop’.

‘We tried to organise a consistent way of giving information across all the products, from cheese to chutneys to wine labels without looking like a supermarket own-brand label,’ he adds.

StrattonWindett was appointed following an unpaid creative pitch against an undisclosed number of consultancies.