Case Study: Applewood achieves a more contemporary, premium brand presence with The Collaborators

Applewood boosts UK’s #1 smoky cheddar shelf impact with The Collaborators

The Collaborators, an FMCG branding consultant, was engaged by Applewood, the UK's number one smoky cheddar cheese. While the brand had a core of loyal fans, it was struggling to connect with a younger audience. The challenge was to execute an evolutionary rebrand to boost its contemporaneity, shelf impact, and premium cues while remaining recognizable to its existing shoppers.

The solution implemented by The Collaborators was a repositioning focused on "pure dreamy pleasure" rather than provenance. Their creative idea, "we dial up dreamy," involved subtle updates to colors and illustrations, a re-crafted logo for better legibility, and enhanced copy. The resulting packaging was more contemporary, crafted, and elevated, yet unmistakably Applewood, successfully moving the brand forward.

Applewood