Creative Agency: Twice
Associate Creative Director: Tim Hoffpauir
Senior Designer: Lisa Ma
Creative Director: James Bateman
Digital Artist Laurel Miller
Strategy Director: Natalie Godfrey
Business Directors: Dylan Ballentine, Roger Nairn
Project Managers” Julia Chiu, Shelley Stevens
Presidents: Cristiane Bourbonnais & Andrew McCartney
VP, Business Development: Pamela Nalewajek
Marketing Manager: Fabiola Barone
Project Type: Produced, Commercial Work
Location: Vancouver, Canada
Packaging Contents: Cheese
Packaging Substrate / Materials: Plastic containers with lids, parchment paper, film, pouch, card wrap, labels
Printing Process: Flexo, in-mould labeling (IML)
Saputo is one of Canada’s largest dairy processors. They produce a wide range of dairy products, including an extensive line of Italian cheeses, with over 70 SKUs.
The dairy category in Canada opening to international competition, meant Saputo was facing increased competition and needed to strengthen its position, and the loyalty of existing customers.
Working alongside Cohesion Strategies who had developed a strong strategic foundation, there were a number of key insights that drove the concept and design development.
- The family’s authentic Italian roots and strong heritage.
- An unwavering passion for quality cheese making.
- The need to create strong visual equity in the category.
- With over 70 SKUs and multiple types and formats of cheese, customer navigation would be critical.
As a result the positioning of ‘Still Artisans at Heart’ was developed. Building off their solid Italian roots, a contemporary packaging system was designed that conveys heritage, and the quality and care that goes into making Saputo Italian cheeses. The prominent use of the founding year 1954, the historic family delivery bike, chef’s signatures and bold Italian inspired typefaces were used to bring to life the brand’s strong heritage and Italian roots.
To improve the brand’s shelf presence the predominant use of red was introduced, a colour unique amongst competitors in the category. A series of bold Italian inspired typefaces and specially commissioned decorative elements were developed to give the design a uniquely contemporary Italian feel and reflect the rich family history of cheesemaking.