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Scottish Milk Products (SMP) and McLelland had a good range of premium cheeses from the Isle of Arran, the Isle of Bute and the Mull of Kintyre. However, their packaging was weak and inconsistent resulting in a poor range proposition. Own label brands were looking better and costing less. It was time to act.
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We brought the cheeses together under one banner - The Scottish Highlands & Islands Cheese Company. This helped to bring the cheeses closer together and promote their all important provenance. The next job was to reflect the artisan, hand crafted nature of the three brands within the packaging (the smallest creamery has only seven people!). Well considered illustration, typography, copy and colour helps set the range up as a premium suite of quality cheddar from the west coast of Scotland.
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Increased facings and better standout at the point of purchase in multiples across the UK clearly sets this premium range of cheese apart from own label and other inferior cheese products. The re-pack was also instrumental in securing a new range listing within Waitrose.
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*It doesn't just end here.
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