Quantum produces packs for Butlers farmhouse cheeses
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Quantum manufactured the new packs using litho printed 5 colours with a spot UV varnish plus four colour process on the reverse.
Giles Foden, joint managing director of Quantum print and packaging, said: “The designs all feature individual recipe ideas, including photography, that needed to be printed on the inside of the sleeves. The chosen substrate was BillerudKorsnäs white, which has a smooth clean and consistent white face and is also versatile enough to allow the recipe and photograph to hold up well on the uncoated side whilst giving a tactile feel.”
Nicky Jepson of Workhouse marketing, said packaging became a key part of the company’s campaign strategy, to encourage consumers to think differently about their perceptions of not only blue cheese but cheese in general.
“We created a series of five front of pack campaign lines that had both a disruptive visual impact but also challenged consumers to look again at the product’s potential as a hero ingredient. The distinctive orange hue of the cheese is synonymous with the brand and it was important to showcase this with the die-cut plate, front and central to the design.
“The reverse of the packaging was designed to quickly inspire with simple illustrative meal twists and for the culinary elite, we designed a series of more complex, collectable recipes on the inside of the pack. It was important to maintain a premium feel throughout so we worked closely with Quantum to ensure the highest quality board, print and finish.”
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