Cornish cheese brand Davidstow Cheddar has relaunched with a new pack design intended to convey a more premium look and feel, with improved range navigation and standout in the chiller.
Previous Davidstow packaging used variant-led packaging colours; these have been replaced with a new inky-blue brand colour consistent across all three variants, as well as a new logo. A new brand platform, ‘Awaken The Moment,’ focuses on the sensory joy of eating the cheese whilst tapping into the brand’s Cornish heritage.
As part of the refresh, the brand’s Crackler variant has had its maturity time increased from 18 to 24 months to improve taste and differentiation.
Jonathan Westlake, Head of Brand for Davidstow, commented: “Consumers love Davidstow cheese for its depth and complexity of flavour at an accessible price point. Our new ‘Awaken The Moment’ platform aims to bring to life the joy of eating high quality Davidstow cheddar in everyday meals and snacks.
“We also wanted to broaden our appeal to a younger food-savvy audience. Our Cornish heritage is an incredibly important part of what makes Davidstow special and we’ve dialled that up on pack within the new logo. Extending our maturation period for Davidstow Crackler not only gives us a point of difference as one of the longest-matured cheddars on the supermarket shelf, but critically enhances the flavour profile.
“I am really proud that we have given Davidstow the branding it deserves, reflecting the quality of the product within the packs.”
As well as Crackler, the Davidstow Cheddar range also includes Classic, Reserve and Special Reserve variants.
