Cheese chalks up new look

Claessens in The Netherlands has redesigned the packaging and strengthened the identity for Westland’s niche market cheese Old Amsterdam.

The cheese, which is sold in The Netherlands and Germany, has been brought into line with Claessens’ redesigns for bigger brands Maaslander and Westlite.

“We have added the Westland logo as an endorsement and made the mark more legible,” explains consultancy vice-president Edwin Visser.

“The striping pattern which characterises Westland cheeses is now more pronounced,” he adds.