London-based branding consultancy Wonderland WPA has produced the branding and packaging for Ireland’s second-largest cheese brand Kerry Low Low, launching to the UK market this week.
Appointed 18 months ago on the strength of a successful branding and packaging project for another brand, Pure, also owned by Kerry, Wonderland WPA was briefed to communicate the taste of the product, rather than emphasise its low-fat properties.
Wonderland WPA managing director Lawrence Barnett says, ‘One of the biggest causes of concern for this brand is that typically low-fat brands are not viewed favourably in terms of taste and texture, so there’s a big drive here to show a more natural look and feel.’
The new branding and packaging will appear across four new products to be rolled out across major UK supermarkets.
The typographic style is said to reflect the fact that the cheese is made from real cheddar.
All packaging carries the tagline ‘Made with semi skimmed milk’ and ‘100% natural’ is incorporated into the roundel.
Barnett says, ‘The colours we use suggest natural cheddar and act as taste cues. Rich green descriptors add depth and the convenience packs use food photography.’