Saputo Dairy UK has unveiled a brand redesign for its iconic Cathedral City cheese – the first major revision of its branding in six years.

Rolling out from early May 2022, the new brand identity features a modern, redesigned city scene with the iconic cathedral centre stage, along with new vibrant SKU specific colourways, all while retaining the much-loved burgundy colouring.

The new look and feel build on the brand’s emotive ‘heart and soul’ ethos which seeks to capture the hearts of consumers and showcase the commitment, passion and expertise at the core of its carefully crafted cheesemaking. The packaging also features a newly added signature from Cathedral City’s Master Cheese Grader, highlighting the pride taken in the quality checks that go into the creation of every batch.

The new design will enhance shelf stand out, better leveraging the eye-catching burgundy colour, complemented by variant names featuring eye catching colourways evolved from insights taken from consumer research, making it easier for consumers to find their favourite Cathedral City strength and format.

Neil Stewart said: “We’re exceptionally proud of our brand and its place in the lives of our consumers and want to inspire people to put their heart and soul into every day, in the same way that we do with our cheese. We’re extremely excited about our new, modernised branding, which will enhance this emotional connection with our huge consumer base, whilst also welcoming new people into the Cathedral City family.

“Quality is at the heart of Cathedral City and has been for more than five decades.  We use only milk from dedicated farmers in the South West of England, and every batch is carefully reviewed and approved before it reaches our consumers. This is so important to us and sets us apart, so it’s right that we celebrate this in our product packaging, highlighting what has made Cathedral City The Nation’s Favourite for so long.”

The new branding, which was developed by global branding agency, BrandOpus, will be seen across Cathedral City SKUs from this month and will be supported by a wide range of new brand assets to create a consistent brand experience.

Cathedral City remains the nation’s favourite and UK’s number one cheese brand, it is currently worth £288m in total market (IRI SIG Outlet + Kantar Discounters & Bargain Store, 52we 19th March 2022) and is bought by almost half (44.4%) of all UK households (Kantar World Panel, 52we 20th March 2022).

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