SCENARIO:

Blaser’s Cheese Company needed to define a niche market for premium priced coated and filled cheeses that could be based on their existing Monterey Jack production line.

STRATEGY:

Develop a hybrid Italian brand, based on the conjunction of the owners’ names Anthony and Curella. The look needed to be Italian and cosmopolitan but also convey the small-batch “artisan farmstead” component of the cheese production.

SOLUTION:

Establish the name “Antonella” and develop a simple geometric logo that incorporates the traditional red and green colors of the Italian flag. Use an “edgy” typeface to reflect the unique and daring flavor combinations of the product. Abandon the use of previous, softer “farmstead” imagery because it has less distinction in the dairy case.

The scope of the product line is large, involving more than 12 flavor combinations which are distinguished through different background colors. The logo integrates into the label design but also functions as a free-standing graphic.

RESULTS:

Wal-Mart selected one flavor as a test in their Sam’s Club Christmas catalog, based primarily on how it looks. The initial showing went well and Wal-Mart picked up the product line and distributed four flavors in 475 Sam’s Club stores nationwide.