MAFFRA CHEESE CO.
The Wondrous World Of Cheese
Design, Retail Activation,
& Brand Writing,
Brand & Production
Challenge — What does a Chemist from Cyprus have to do with award-winning English-style cheeses made in Australia? As it turns out, everything. Ferial Zekiman is the mastermind behind the award-winning cheese brand Maffra. A harmonious blend of old world, artisan processes combined with a willingness to experiment with modern flavour combinations have imparted an unexpected magic to Maffra cheeses. That juxtoposition is exactly what needed to be brought to life throughout the brand.
Approach — Since Ferial was at the heart of the brand, we wanted to let her story inspire our way forward. Our idea, 'Old & New,' struck the perfect balance between those two, disparate worlds. A gilded, artisan roundel works in tandem with modern type & colour palettes, leaving us with a striking visuality as memorable as the cheeses themselves. We reinforced the impactful design with a smart architecture & modern varianting system to ensure clear communication on the tiny pack. The result? A bold and confident pack that entices consumers & retailers alike.
Achievements — +250% Sales Increase Post Refresh Once a market only brand, Maffra is now stocked in all major retailers.
Image Credits — Product & Location: Dan Magree Photography. Food Stylist: Lisa LaBarbera.