RESULT
We started by elevating the role of an early brand champion (Alice Waters of Chez Panisse) as part of a repositioning as “the original chef’s goat cheese.” We introduced a heritage feel to the brand identity and elevated the terroir through a digital presence so fresh, it could only come from Sonoma. As a recommitment to consumers, we refreshed the packaging for all 40 SKUs—a rainbow of goat cheese in different flavors and styles—with new messaging to highlight Laura Chenel’s versatility as an ingredient in a recipe or as the star of a cheeseboard.
BRIEF
Laura Chenel crafts goat cheese and goat milk products inspired by the legacy of its namesake founder and longtime owner. After its sale to a family-owned French company that specializes in boutique creameries, Laura Chenel needed to create brand experience that would reestablish its reputation and shake the deli display from its doldrums.
CLIENT
LAURA CHENEL
CATEGORY
Brand Audit & Platform, Brand & Rebrand, Visual Identity, Messaging, Style Guides, Packaging Design, Website Design, Collateral, Photography & Videography, Illustration & Graphics
TEAM
Creative Director: Gil Gershoni
Sr. Designer: André Carnevale
Designers: Molly Russell
THE ORIGINAL CHEF’s GOAT CHEESE
