Dubliner cheese is introducing a new logo and pack identity across its range of Original, Vintage and Lighter cheeses. The refreshed products will be available from early October.
Vard Brand Design developed the distinct new packaging, which uses strong colours across the portfolio, to create stand out on shelf.
To help customers' transition from the existing imagery to the fresh look, existing Dubliner Cheese packaging will feature an “I’m Changing” label, with an image of what the new packaging will look like. The new packaging will also incorporate the tag line ‘Fresh New Look – Famous Taste.”
Point-of-Sale materials will be set up in selected stores to support the launch of the new packaging. The firm also plans to run a comprehensive PR campaign, supported digitally by a new look website - www.dublinercheese.ie - and extensive social media activity.
Notably, the new Dubliner Lighter pack, previously called Dubliner Light, will feature exceptionally rich colour choices, contrasting with the traditionally pale blue colour traditionally associated with the low-fat category.
Niamh Lennon, Sales and Marketing Manager for Dubliner Cheese commented: “The introduction of a range of strong confident colours, combined with a new enhanced craft brand marque will help to deliver the shelf impact that the Dubliner Cheese brand deserves.
“We needed a stronger presence for the Dubliner brand in an ever-more crowded retail environment and this will undoubtedly help our customers to navigate the busy category shelf to find their favourite Dubliner Cheese.”
© 2014 - Checkout Magazine by Emily Horne
