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Before & After: Shepherds Purse

by Jessica Sanchez on 11/07/2012 | 1 Minute Read

Editorial photograph

Award Winning Artisan Yorkshire cheese producer, Shepherds Purse has embarked upon a full rebrand and packaging redesign.




"Famous for Yorkshire Blue and their range of specialist cheeses made from ewe’s milk, cow’s milk and buffalo milk, Shepherds Purse has timed the rebrand to coincide with the launch of ‘Harrogate Blue’, adding an irresistible, soft, golden-bodied continental blue cheese to it’s current line up. Yorkshire Branding specialist Robot Food was appointed earlier this year to develop a strong new identity and range of packaging for the company’s specialist cheese range.

Working closely with the Shepherds Purse team, which has been bolstered by the return of youngest daughter Caroline from Apple, the consultancy has capitalized on the traditional values of the brand to produce an identity, which they say “heroes provenance and premium cues, while injecting the character of the company and the values behind it”.

“The challenge was to promote the traditional artisan values, loved by existing customers and specialist cheese retailers, while adding a stronger brand presence to appeal to a wider market and help to cross-sell varieties”, added Simon Forster – Creative Director at Robot Food.

The new branding showcases unique animal illustrations; according to whether the key ingredient is ewe’s milk, buffalo milk or cow’s milk. Clare Melinsky, who specializes in linocut print illustration, was commissioned for these and her style compliments the balance of contemporary design with traditional cues perfectly.

Each of the new pack designs feature bold block colour for product differentiation, with descriptors created by Robot Food, which promote the unique characteristics of each cheese in a branded, Yorkshire tone. “

We are true artisan cheesemakers with a strong and loyal customer base. We’re sensitive to the requirements of our customers, the specialist independent retailers and the supermarkets who champion our produce to cheese lovers across the country. Working with Robot Food seemed obvious as the agency share our passion for quality, innovation and intense customer focus”, said Marketing Director Caroline Bell."


Designed by: Robot Food



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