Devon cheesemaker Quicke’s has unveiled its new branding, updating the brand’s logo and introducing a fresh packaging design.
The company has introduced the new visual identity as a way of reflecting its family farming heritage and building a strong narrative around the cheese’ provenance. The process was initiated by Quicke’s sales and marketing manager, Tom Chatfield, with brand strategy research conducted by communications agency Bray Leino and brand development and design work carried out by Falmouth-based A-Side Studio.
Chatfield explained: “The brand update maintains elements that have formed part of Quicke’s identity for the past 40 years. We felt that there was a strong legacy that we didn’t feel appropriate to discard entirely. The creative route we chose to progress [on] retains certain familiar elements, whilst still introducing a more contemporary, progressive look and feel.
“Food marketing is becoming increasingly sophisticated – so it’s essential for speciality and artisan businesses to take this aspect seriously. Quicke’s is in a really healthy position; we have strong UK sales, the export market is growing and we consistently produce award winning cheese. With all these positive drivers, it seemed the perfect opportunity to review how we present ourselves and make a long term investment in the Quicke’s brand for the future.”
The packaging redesign incorporates a woodcut panorama from Kent artist Joe McLaren, depicting the Devonshire landscape around Quicke’s Home Farm and featuring local wildlife.
Sections of this illustrated scene have been combined with clear colour differentiation across Quicke’s range of 11 pre-packaged cheese varieties. The on-pack labels clearly display the number of months that each cheese has been matured for and incorporate a peel and reveal; this provides an additional area to further explore the provenance and USP of each cheese in more detail, Quicke’s said.
Quicke’s managing director Mary Quicke said: “The branding process has been a fascinating journey; it has made us all consider what is that we do and what that actually means. In my opinion ‘what we do’ at Quicke’s is very special – it has real value. Cheese is commonly perceived as a commodity item – but there is nothing FMCG about a handmade cheese that’s been aged for two years. I am inextricably linked to the land and our herd; my family have farmed this beautiful patch of Devon for 15 generations, so it is satisfying to see these aspects borne out in the new designs.”
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