The Wondrous World Of Cheese

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Brand Strategy, 
Creative Strategy, 
Brand Identity, 
Packaging Design,
Packaging Application, 
Structural Packaging
Design, Retail Activation, 
Communication Strategy
& 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.