“A Dutch masterpiece”: FrieslandCampina redesigns cheese range packaging to stand out on shelf

21 Jan 2020 --- FrieslandCampina has unveiled a new brand redesign for its award-winning cheeses that seeks to elevate the on-shelf visibility of these products. Featuring famous Dutch painters – such as Rembrandt and Van Gogh – the redesigned packaging for the range is dubbed “a work of art” and includes a revamped website devoted to drawing consumers to the brand. The packaging also provides informative tasting notes of the products for the consumer to be better educated about their taste and texture. 

“We are also working on rebranding the packaging for some of our other cheese lines as well – including our brand Gayo Azul, a Hispanic cheese with a Dutch influence,” Debbie Seife, Marketing Director North America, of FrieslandCampina North America tells PackagingInsights.

The revamped packaging, applied in both the wheel and wedge editions of the cheese range, provides a powerful image of the product which is designed to stand out in the cheese case, the company notes.

“Our cheeses are as much a work of art as the innovative and prolific golden age painters for which they are named,” says Seife. “Distinctive in flavor like their artists – our new brand identity and package design frames the distinctive features of each painter, their formative work, and the unique age and tasting notes of each of the awarding-winning cheeses in our masterpiece collection,” explains Seife.

The packaging redesign will make this collection more appealing in the dairy section and more accessible to consumers, according to the company. The new product labels feature the full cheese profile front and center for the entire collection, which includes:

• Rembrandt – Traditionally ripened for one year, Extra Aged Dutch Cheese has a firm texture and a robust flavor. World Championship Cheese Contest Overall Winner 2004, World Cheese Awards 2016 Gold.
• Vincent – Where Gouda Meets Parm, this rich sweet-tasting fully ripened for nine months Dutch Cheese releases pleasant characteristic bursts of flavor with every bite. World Cheese Awards 2013 Gold.
• Frans Hals – A rich aged Dutch goat cheese that is naturally matured up to six months. Frans Hals is made from 100 percent goat’s milk to create a unique full-bodied taste and delicate aroma. World Cheese Awards 2016 Super Gold.
• Vermeer – Traditionally ripened for six months, this aged Dutch Gouda cheese is noted to have a delicate fruity taste. World Championship Cheese Contest Overall Winner 2012, World Cheese Awards 2013 Gold.

From a marketing standpoint, redesigning a label could attract consumer attention anew and boost the profile of a “tired” product. Many companies have been opting for a redesign to offer their brands a fresh appeal and it seems that the trend is going strong.

By Kristiana Lalou