Boursin trio in Shining debut>

Paris consultancy Shining has designed the identity and packaging for a three-strong pan-European brand extension of Unilever’s soft cheese Boursin.

Shining had to overcome consumers’ views of Boursin as a single product with a defined flavour of garlic and herbs, says a group spokeswoman. A key objective was to create a new personality for the brand extension.

The new products are soft cheese rolled in three coatings – pepper, chives and walnuts.

The new brand identity leaves the Boursin typography unchanged but adds a shape and two accents over the brand name “to express the variety of the flavours”, adds the spokeswoman.

The trio of new products made their debut in France last week and are to be launched next in Germany, followed by Italy and the rest of Europe.