The client required product packaging design for a new up-market brand and range of cheese. The aim of the design was to support the values of the product, the cheese is organic and made using traditional techniques. As such the product is marketed toward the higher bracket of consumers and should stand out from the pre-existing range of products that utilise highly visible, bold and primary colour based designs.This was a branding exercise to develop a design that has universal elements which is adapatable to different product options and product ranges. The solution needs to be suitable for the printing process that will regulate some design functions.

UV ink based printing processes guided the overall direction of colour choice. This process in the current industry for packaging typically uses a four or eight colour process that provides an adaptable range of values. Colour choice was based on the design specifications to present a mature image that appealed to the upper bracket of the consumer market.

The designer looked at a range of resources with information on general packaging and packaging printing technqiues, as well as more specialised papers and books that were specific to dairy products. The Upmarket product range is being marketed in a Modified-Atmosphere Package (MAP) that is common for products with shorter shelf lives.