Award Winning Artisan Yorkshire cheese producer, Shepherds Purse embarked upon a full rebrand and packaging redesign to coincide with an exciting new product launch in Harrogate today.
Famous for Yorkshire Blue and their range of specialist cheeses made from ewe’s milk, cow’s milk and buffalo milk, Shepherds Purse latest creation is ‘Harrogate Blue’, adding an irresistible, soft, golden-bodied continental blue cheese to it’s current line up.
We were appointed earlier this year to develop a strong new identity and range of packaging for the company’s specialist cheese range. Working closely with the Shepherds Purse team, which has been bolstered by the return of youngest daughter Caroline from Apple, we capitalized on the traditional values of the brand to produce a strong new identity, which heroes provenance and premium cues, while injecting the character of the company and the values behind it.
The new branding showcases unique animal illustrations; according to whether the key ingredient is ewe’s milk, buffalo milk or cow’s milk. Clare Melinsky, who specializes in linocut print illustration, was commissioned for these and her style compliments the balance of contemporary design with traditional cues perfectly.
Each of the new pack designs (to be fazed in over the coming months) feature bold block colour for product differentiation, with descriptors we created to promote the unique characteristics of each cheese in a branded, Yorkshire tone.
“We are true artisan cheesemakers with a strong and loyal customer base. We’re sensitive to the requirements of our customers, the specialist independent retailers and the supermarkets who champion our produce to cheese lovers across the country. Working with Robot Food seemed obvious as the agency share our passion for quality, innovation and intense customer focus”, said Marketing Director Caroline Bell.
The launch took place at Hotel Du Vin in Harrogate and was a huge success.