Brie and Camembert – playful packaging for cheese

Derrick Lin


Agency: Style You branding agency
Project Management: Irina Kondakova
Assistant Manager: Marina Doroshenko
Designer: Voronov Ales
Location: Russia
Project Type: Produced
Product Launch Location: Russia
Packaging Contents: Cheese
Packaging Substrate / Materials: Paper
Printing Process: Flexography

Style You branding agency specialists were tasked with developing a design and constructive packaging for soft plant-based Brie and Camembert soft cheeses (without animal protein and fat). In connection with the current sanctions and conditions for the development of import substitution, the shelf with premium cheeses is not yet full of a variety of brands and the offered range. A new niche product – soft premium cheeses with vegetable milk – will create a competitive alternative for vegetarians, for those who are allergic to lactose and just for those who want to pamper their taste buds.

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The inspiration for the project was drawn from the American market, which is replete with stigmas about the absence of gluten and lactose. Usually, Russian manufacturers do not provide information about the absence of animal fats anywhere, they simply make a product for a low price segment by using cheaper raw materials of plant origin. That is, they do not use their advantage to deceive the consumer. This is the wrong way. The right decision is to increase the added value of the goods, based on the needs of the groups of buyers described above.

Introductory about vegetation created the image of a vegan, which at the next brainstorm meeting grew into a famous character in an arcade video game who loves to dig cherries and grapes, all that goes well with soft cheese. Cheese with a cut-out slice determined the KV of the package. Designed to lure an audience of kidtals and evoke a pleasant feeling of nostalgia, the packaging design for soft cheese will increase sales.

The specificity of storage of Brie and Camembert cheeses involves breathable packaging, which is achieved by cuts on the secondary cardboard packaging and the use of special paper for packaging cheese – primary packaging. The shape of hand-drawn irregular circles is repeated in the design, the circles have something in common with the shape of cheese and the color of a ladybug in contrast to a real cow. In the food zones, complementary tastes were used – lingonberries, olives, which are suitable for the taste characteristics of cheese.