Dairy Crest’s Cornish cheddar brand, Davidstow, has received an identity and packaging refresh.
Seeking to enhance the brand’s provenance and quality at point of purchase, new-look packs bear a rejuvenated brand logo featuring a sailing boat set against a rugged Cornish coastline, and incorporate the brand’s established date of 1951. Natural craft paper labels aim for a more artisan feel and the variant maturation period has been enlarged to convey an ‘aged for quality’ message at shelf and to aid range navigation.
Lee Willett, Marketing Director, said: “Our new packaging aims to flaunt our pedigree and drive awareness of our superior, complex taste.
“Launching in time for Christmas when many shoppers trade up to more premium and speciality cheeses, we’re confident that the new packs will create cut-through at the branded Cheddar fixture and encourage more shoppers to choose Davidstow during the upcoming festive season and beyond.”