Fairview had a great product. A range of ready-to-eat white rind cheeses perfect for a market that wasn’t particularly educated on the finer points of French style artisanal cuisine. The problem was these weren’t the type of people that would ordinarily buy this sort of thing. It was perceived as being inaccessible and for connoisseurs only.
I worked with designer Vicki Peter on taking the snobbery out of the product. We chose a playful, unusual colour pallete and created a sassy bovine character to help the design feel more playful. The copy continued this flippant and humourous tone. It made light of gourmets and at the same time educated the consumer. Each cheese was wrapped in a special foil which included Chappies-esque factoids as well as promoting Fairview’s other products.
The response to the new packaging was amazing from both the design community and consumers. Fairview saw an increase in sales on a luxury item during a recession. It was nominated for a Loerie, won gold at the Design Business Awards and also received an Apex Award.
ServicesCopywritingYear2009RoleplayersDesigner: Victoria Peter