NOT EVEN AT DAWN,
but at the very first light of the Ukrainian cheesemaking, we worked on the branding for Victor at Louise craft cheeses. We began with the name, highlighting the family nature of the business (yup, it's the owners' real names) and imparted a romantic flavor with French notes thereto—after all, the cheeses are made according to traditional European recipes.
THE PRODUCT ITSELF
dictated that the primary feature for its positioning be its craft nature. The spouses are making goat cheese on their farm near Kharkiv. Working on this project, we literally immersed ourselves in this family business, observing the cheesemaking process and talking a lot to company owners. This is how we managed to embrace its character and find a visual form for it.
WE MADE THE LOGO
in calligraphic type to highlight the customer-centric attitude and signature style of production. We also added an “animal” quality and emotionality with an image of the goat and, later, a cow after the product range was expanded. This is also how we labelled the product lines for the buyers to distinguish goat cheese from cow cheese.
THE BRADING OF “PEDIGREE” CHEESES
was what we proposed to do not only on the packaging but on the product itself. Wheels of cheese with the logo branded onto them stand out better anywhere—from sophisticated food festivals to chain store shelves.
THE IMAGE OF MODERN FARM
was embodied in Victor et Louise packaging through a harmonious combination of natural colors, fashionable flowery prints in dark tones, and exciting font compositions.
WE ARE STAYING WITH THE VICTOR ET LOUISE FAMILY
because we know everything about them and are well-practiced in “family” to “market” speak translation. We are closely watching that the tone of brand voice stays consistent and that the family keeps growing in new formats — products, designs, and sales channels.