'This Is Proper' wins Best Packaging at the International Cheese Awards

We’re proud to say that our packaging design for Butlers Farmhouses Cheeses’ This is Proper range picked up the ‘Best Branded Packaging’ Trophy at the International Cheese Awards recently. Here’s the story behind the glory…

The Brief 

For years Butlers had been producing a range of fantastic territorial block cheeses aimed at everyday use and representing excellent value for money, mostly listed in local stores to the North of England. Sales were steady, but collectively, Farrows and the Butlers team knew it could be so much more. Our challenge was to broaden the appeal to a more national context.

Our Approach

The result of the product development process was ’This is Proper’ Cheese; a range of everyday cheeses that are affordable, in block format that is easy to cut. The brand values of quality and tradition shine through, with labelling clearly demonstrating that the cheeses are handmade in Lancashire, made using local milk predominantly from the family herd. 

To deliver these messages we came up with a clean yet striking packaging design with a focus on the quality of ingredients, sustainability and purpose. All this is connected with a vibrant colour pallette to ensure stand-out on supermarket shelves. This is Proper packaging is also fully recyclable – a first for British cheese – without compromising on shelf life or customer curb appeal. 

To speak to a member of the Farrows team about how we can reinvigorate your brand’s packaging, get in touch with us today.