Fairview Cheese

"Fairview, producers of award-winning brie and camembert cheese issued Coley Porter Bell with the dual task of increasing the brand value in a price sensitive market while simultaneously reducing packaging costs in their redesign. Rising to the challenge, Coley Porter Bell created a design that challenged the traditional codes of the category using a unique, illustrative style and humorous copy. The design widened the appeal of the brand to a broader, younger market. In the 12 months following the re-launch with the new design, without any price reduction, value sales rose by 31.9% and 32.4%, respectively exceeding the growth target of 25%.  The new design also resulted in an 8% inflationary saving on packaging."

Comments

[Juanel]

I LOVE THESE! And I have to admit that I switched to buying Fairview BECAUSE of the packaging (and I was doubly awarded because the cheese is great). I don't think that the pack shot do any justice to the packaging at all though - they look a lot better on the shelf (where they, needless to say, stand out from the rest).

[Neil]

One BIG FAIL. Would have expected more form CPB. Doesn't looks like cheese, more like soap...

Pack 'styling' if you can call it that just makes it look dirty...

Fair enough sales have gone up but in my opinion it's terribly designed.

[Helen]

That's just wrong...!

[Tessa]

Neil - you must be blind! CPB's redesign of the Fairview products is clever, carefully considered and beautiful.

I do agree that these shots do not do them justice - although they look fantastic on shelf.

Be sure to check out the La Capra packaging they also did for Fairview. I love how, as a whole, the design tells a story
- it's not just senseless "pretty" design.