The brief. Président was launching Kremato, a creamy, light cheese in brine, positioned as a good fit for lunches on the go. The pack needed to belong to the Président family while giving the new product its own identity.
The challenge. A creamy cheese in a tub sits in a crowded fridge shelf where most products look alike. The pack had to communicate both the texture and the use, and do it in a glance.
The approach. I designed the pack around the product’s defining quality, creaminess, using a flowing milk swirl that runs from the pack into the lid and the campaign visuals. The red of the Président brand and the white tub keep it recognisable, while the black body and hand-drawn lettering give it a fresher, more contemporary feel.
To show the “to go” promise, we developed a layered jar salad with the cheese, working with a photographer and a chef. We built it from scratch, from testing the ingredients to assembling the jar, with the final image placed on the pack.
The outcome. Developed and approved for launch in 2019 as a new product in the Président range.
