Anchor Cheddar (Redesigned)


Agency: Elmwood
Country: United Kingdom

Elmwood reveals redesign for Anchor® Cheddar

Global brand design consultancy Elmwood has revealed a new packaging design for the cheddar range from much-loved brand Anchor®. The redesign comprises block cheddar in mature, extra mature and lighter, as well as sliced and grated variants, and will be rolled out across supermarkets nationwide from February 2014.

Elmwood were 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 recognisably 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 flavour – indicating the time and quality that goes into making the cheese.

Ensuring that the pack design was effective as well as attractive, Elmwood used rich, opulent colours to communicate the richness and fullness of the flavour. The new design features the individual colours for each variant across the entire pack to offer greater stand out on shelf and make the range easy to navigate for consumers.

Andrew Lawrence, Creative Director at Elmwood said, “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.”

Kate Richards, Senior Brand Manager at Arla Foods said, “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.”