Anchor Cheddar Range

Elmwood was tasked with creating a design that would perfectly balance Anchor's ‘Tastes Like Home’ ethos with a high quality product message. The new range look also needed to be recognizably Anchor® while achieving clear stand out in the crowded cheddar fixture. 

To achieve this, Elmwood worked closely with Anchor® to ensure the brand’s language and key visual equities were effectively rooted in a beautifully considered design solution, which reflected the quality of the cheese inside. Elmwood crafted a heart shaped crest to convey quality and excellence, developed in a woodcut style to still appeal to everyday cheese-lovers. The crest was designed to reward further inspection with fun, tongue in cheek cheese references such as crackers and cutlery, nestled amongst the swirls and ribbons. The pack design also celebrated the fact that Anchor® cheddar is slowly matured for a richer fuller flavor – indicating the time and quality that goes into making the cheese.

It’s fantastic to be working with Anchor® again on the redesign of such a high profile product. It was a great project to work on, communicating Anchor’s brand story in a way that worked for them in the cheese category. Our approach was all about balance, combining high quality cues while engaging with consumers emotionally through well crafted and considered design. We’re really pleased with the end result and look forward to seeing it on shelf.
— Andrew Lawrence, Creative Director at Elmwood
Having worked with Elmwood before, we knew how effective their work would be and they absolutely captured everything that is so important to the Anchor® brand. We are delighted with the way Elmwood’s design celebrates the quality of our cheddar range and helps us to stand out in such a busy fixture.
— Kate Richards, Senior Brand Manager at Arla Foods
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