DISPATCHES FROM PACKFORUM: CHEESE 360 (2012)
Packaging shows 'France means cheese', but the UK also a story to tell: Sealed Air Cryovac
Clough, who heads up Cryovac's Cre8 Strategic Package Design Group, told us that French cheese brands (such as Isigny Ste Mere, pictured) were clever at linking packaging via images, fonts, colours to the "story of production".
He said this built a sense of history and provenance within the brand, and that Dutch producers (for instance) could learn from this to boost export sales, taking products away from a "commodity cheese" image.
Meanwhile, he said that British cheese producers were successfully stressing taste as a 'navigating aid' for the consumers via creative language used on packs, such as 'sweet and tangy', 'strong and tasty', and linking this to overall packaging design.
