Despite being the market leader and with all the uncertainty in the world, British cheddar cheese brand Cathedral City felt that now, more than ever, is important to strengthen not only its leading position but also the connection it has nurtured over the years with consumers. Crowned as the nation’s favorite and also being the Queen’s favorite cheese brand, the Saputo-Dairy-UK-owned company reached out to global branding agency BrandOpus to help it reinvigorate its identity.
BrandOpus was behind the company’s previous rebrand, which happened in 2016. Six years later, Cathedral City teamed up with its long-standing partner once again, trusting the agency in developing a brand system that speaks to the audience in a more emotional way. Including a brand strategy, identity, brand world, digital, and packaging design, the new system is set at creating a more connected and comforting brand experience across every consumer touchpoint.
Commenting on the collaboration with BrandOpus and the refreshed look, Neil Stewart, Head of Marketing – Cheese, Cathedral City, says: “We’ve built our rich heritage on a dedication to craft and we believe we hold a special place in our consumers’ hearts. The revitalized identity system not only brings that to the fore, but it taps into a sense of community, creating a more meaningful and familiar brand experience for our customers. We’ve built a strong partnership with BrandOpus for the past 8 years, and their expertise in elevating our core values shines through the new Cathedral City identity.”
Firmly following the idea of doing things “with heart and soul,” the refreshed look is built on the brand’s mission to craft and of being part of everyone’s everyday lives. Rolling out across retailers nationwide this month, the brand aims to build a deep connection with the public via new and updated visual elements placed on a color palette that already feels familiar.
Similar to the techniques adopted by photographers when shooting a picture, paying attention to angles, lighting, and the way the models pose, the creative team carefully developed and placed all the visual elements so that the result lives up to the high-quality products the brand has been delivering for more than half of century. While keeping the same burgundy background, the agency sets the stage for an epic picture.
The cathedral — previously shot from a different angle — is now pictured from the front. Surrounded by buildings and trees, the structure is portrayed as an important element that lives at the heart of the vibrant city.
As for the typography, the artists drew inspiration from the artistry of sign painting. Via a catchy combination of styles, the team brings more character and charm to the brand’s voice. The illustrations expand across the cathedral, creating a lively cityscape, whilst the characters — developed with a balanced dose of charm — point to the brand’s generous and warm-hearted spirit.
The banners visible on the packaging not only express key messaging but they come with a celebratory feel. Each banner features a text starting with the word “Our,” which only reinforces the brand idea of heart and soul.
Other elements that give clues about Cathedral City’s excellent products are the stamp-like “makers’ marks.” The symbols not only remind of the brand’s rich story but also indicate the time, care, and attention the brand pours into each of its products. Additionally, a bespoke sonic identity was developed to feast consumers’ ears with sounds that suggest a happy community.
“When you work with such an iconic brand, there’s always a wealth of heritage and richness to tap into. But the real challenge lies in how you rediscover and reimagine existing assets for today, without losing what makes a famous brand so cherished. Heart and soul are rooted deep in Cathedral City’s DNA, and it’s now threaded through the identity, distinctive assets, and the entire brand experience in a more meaningful way. We’re excited for the nation to reconnect with their favorite brand, on a much deeper level,” concludes Nir Wegrzyn, CEO & Founding Partner, BrandOpus.
Background? Check! Cathedral? Check! Charming characters? Check! It looks like everything is ready for the big picture!
Cathedral City, say cheese!
Isn’t it that the brand has aged nicely in the hands of BrandOpus?
Client: Cathedral City