Packaging shows 'France means cheese', but the UK also a story to tell: Sealed Air Cryovac

By Ben Bouckley

- Last updated on GMT

'France means cheese' to many people, due in part to brands' skilful use of packaging to stress provenance, as Sealed Air Cryovac's packaging designer Sam Clough told DairyReporter.com in this exclusive podcast recorded at Packforum Cheese 360 in Paris last Thursday.

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. 

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