"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."