Designer cheeses - literally

Kapiti specialty cheese has re-launched its brand due to a significant increase* in demand for quality, boutique food products both here and internationally.

To create bold new identities for the gourmet range, Kapiti’s marketing management worked closely with leading FMCG brand consultancy Dow Design. Donna McCort, Creative Director at Dow Design explains, “The original brand, though strong, didn’t visually express what consumers really thought of the premium cheese range. The branding and graphics needed to reflect the sophistication of the much-loved product.”

Dow started looking at placing the focus on Kapiti’s original ethos: a strong sense of place, of the land and its people. For the designers at the consultancy, it was a chance to create packaging designs that epitomised the landscape of the Kapiti Coast.

To make the full extent of the range more visible to consumers, a palette of colours was used to identify the Kapiti blues, yellows, goats cheeses and other fresh cheeses within the boutique range.

The new design-inspired Kapiti range is available in store now.

-end-

*+8.2%, MAT to June 2008