The new packaging and brand design has seriously transformed the value of the product – Finnish Premium Blue Cheese. Previously the product was shrink wrapped and labeled with a barcode sticker. Now the product communicates the true Finnish roots of the product, whilst offering unique merchandising opportunities. The ”Slice of Finnish Nature” was taken literally and transferred to the stackable structure that forms the birch tree. The front of the packaging communicates natural refined wood which suggests the refinement of the cheese making process. Within the natural wood grains there are hidden details that can be found such as the farms cows, the farmer and his tractor. The holistic joined-up approach to development of the product has produced a unique premium tactile packaging experience.