Applewood is the UK’s #1 smoky cheddar, with a core of loyal fans who love its subtle smoky, creamy flavour, but it wasn’t connecting with younger audiences. We were tasked with a repositioning and evolutionary rebrand to boost contemporaneity, shelf impact and premium cues whilst still being recognisable for existing shoppers.

With its gentle smoky umami tang and creamy texture, we knew cheese lovers would go wild for Applewood. If only we could convince them just how irresistibly tasty and versatile it is!

Whilst competitors focus solely on provenance, we chose to zone in on pure dreamy pleasure. Targeting those who live for the sensory joy of food, we gave Applewood the role of elevating their cheese fix, whatever the occasion.

Marrying evolution with the creative idea ‘we dial up dreamy’, we made subtle updates to colours and illustrations with added textural details to create a ‘golden hour’ look and feel. A re-crafting of the logo improves legibility and impact and copy plays an enhanced role in communicating Applewood’s pleasure principles.

The brand has moved on significantly – it feels more contemporary, more crafted and rooted in the rolling Somerset hills. Packaging is elevated yet still unmistakably Applewood.