Packaging / Identity / Naming
Strategy / Copywriting
Cheese has culture, in more ways than one.
King’s Head wants to return the product to the hands of those who inspired its greatest moments - the revolutionaries.
Whether it is a die-hard Patriots fan refusing to follow Brady to the Buccaneers, college students trying to create a start-up from their dorm room or a non-profit feeding protestors in the streets, we believe that cheese fuels radical determination, revolutionary action, and beyond-the-cheeseboard innovation.
In developing a strategy, I studied how existing cheese brands present themselves and interact in this space.
Three key things stood out:
King's Head has a target audience of 30-somethings, skewing male. What do claims of ‘cave-ripened’ and ‘aged for 10 months’ mean to an audience more inclined to pop open a beer with their teeth than use a wine aerator? Thinking about our audience, key design decisions were made -- King’s Head has a cohesive color palette that stands out unflinchingly against the pastels and jewel tones of the cheese counter. Instead of a color system denoting cheese varieties, dynamic packaging shapes, reflecting both the natural geometry of cheese and the ‘geometry’ of historic cheese legends, works to identify the varieties within the brand. Finally, King’s Head combines energetic typesetting with compelling imagery to present a dynamic presence.