Brand and packaging redesign

Madeyoulook has a long loving relationship with Applewood® cheese. We created the first unique brand for Applewood® in 2006 that delivered the smoky taste of the product. Prior to that, the brand was part of a wider portfolio of Ilchester® cheese products since its launch in 1965.

Our new brief was to refresh the brand as per research findings with a new positioning: “Rustic Applewood® captures the taste of the English countryside”…made with Somerset Cheddar and a sprinkling of paprika for good measure.

Focus mood board

We created this board to show the new positioning for the brand, its environment and packaging. We set the brand against a warm evening sunset in the country. We used warm smoky colour tones to communicate the taste of the cheese and combined this with a bespoke wooden post architecture to harness the brand name and its origin. The brand personality we created welcomes you into a world of smoky loveliness, made for baking, melting or just nibbling, encouraging usage.

The range consists of 7 SKUs with the newest addition to the family being mini sticks.


Brand communications

The brand now tells a story across its communications using a range of gastro pub style recipes, like cheese toasties & cheesy scones… just a little taster of the English countryside.

Two marketing campaigns included Applewood® Hours…enjoy an hour with Applewood® and #Add Applewood…to your favourite recipe. Lots of other lovely things have been created including exhibition stands, sampling sticks, promotional merchandise, brochures, flyers, posters, presenters, POS, SRPs, recipe booklets and Christmas gift packaging.

We are proud to have helped Applewood® achieve around 80% market share since working on the brand, such lovely results!