Holmes & Marchant creates new designs for Dairlylea  

Holmes  & Marchant has created a new look for cheese spread Dairylea, which is being relaunched by Kraft Foods with an all-natural-ingredient recipe.


The consultancy, which has worked on a number of Kraft Foods brands, was appointed to the project ‘about a year ago’ on the back of work for Kraft brand Philadelphia, according to Holmes & Marchant managing director Simon Gore.

Dairylea Dunkers
Dairylea Dunkers

Packaging depicts a meadow scene to create a ‘natural aesthetic’ and a ‘child-like’ cut-out style has been adopted, according to the consultancy, which has used characters including ladybirds, daisies, buttercups, and bees to support different variants.

Dairylea Strip Cheese
Dairylea Strip Cheese

The colour palette is intended to follow a more natural aesthetic and the logo has been ‘reworked in the context of everything else,’ says Gore.

Dairylea before, (left) and after, (right)
Dairylea before, (left) and after, (right)

Rebecca Fone, client services director at Holmes & Marchant says, ‘This project was all about recapturing the hearts and minds of mums across the UK and restoring pride in the Dairylea brand.

‘The new design now strikes the right balance between ‘mum’s food choice and kids’ food choice.’

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  • erin November 30, -0001 at 12:00 am

    That is a cow of a design.

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