Wyke Farms (wykefarms.com), one of the UK’s largest independent cheese producers and milk processors, revealed newly designed branding and packaging for their entire core range of cheese.
The luxurious look and feel of the newly branded Wyke Farms packaging now works in harmony with the multi-award winning cheddar offering inside them. The core range of Wyke Farms cheddar (Mature, Extra Mature and Vintage) will now be presented in new packaging using state of the art material that has a premium parchment type feel to it; it is tactile, smoother and thicker and offers the shopper a brand experience unlike anything seen before within the dairy category.
The re-sealable zip functionality of the new packs is much improved allowing easy opening with no scissors necessary and a satisfying ‘click’ shut fastener. “Our award winning taste is unchanged but now the packaging is as crafted as the cheddar inside,” said Jennifer Gray, Marketing Manager at Wyke Farms. In addition, the pack itself uses less material (4% weight reduction); further demonstrating Wyke Farms’ green position.
Fresh New Design
The new packs have several significant changes; the brands ‘100% Green’ logo has moved to a more prominent front of pack, right side position and balancing this on the left is the Red Tractor logo communicating the importance of British Farming. Daisy, the iconic Wyke Farms cow keeps pride of place centrally within the refined logo. The phrase ‘made from nature by nature’ runs along the top of the pack, giving a fun nod to the green energy biogas plant Wyke Farms have installed to power the entire cheese making operation. The packaging also features scatter print illustrations from the family archives subtly sitting in the background and using imagery to communicate Wyke Farms’ unique family cheese making and farming heritage. The overall pack design, new logo and new web site (going live on 5th October), all better communicate the brands provenance and farmhouse position.
Darker, more premium colours have been used giving the packs a stronger on shelf presence. The tactile inks were developed especially for Wyke Farms by Wipak Packaging for haptic quality through a parchment feel print finish. The finished product communicates confidence, strength of conviction and permanence and at the same time moves the brand positioning more towards craft, artisan and rustic by better showcasing their history.
The target for the brand re-launch is to achieve a 4-fold increase in sales in just 12 months. Rich Clothier, third generation family member and Managing Director at Wyke Farms says: “We will achieve a 4-fold increase in the next year. We are blessed with unique provenance, a beautiful location, an infallible, award winning family recipe, a strong green story to tell and a family team with cheddar making at our very heart. He continues: “We needed an identity that works to communicate the strength of our brand, we are here to stay and to shout about our credentials.”
Wyke Farms has been producing its award-winning cheddar for over a century and has grown to become one of the largest family-owned cheese makers in Britain selling over 13,000 tonnes annually. Wyke Farms have 150 years of family farming experience. Wyke Farms’ cheese and butter is made with the milk from their cows grazing the lush pastures of the Mendip Hills in the centre of the Cheddar making region in Somerset.
The new packs will be in store from 12th October. Wyke Farms products are available nationwide and can be found in Asda, Co-op, Makro, Sainsbury’s Tesco and Waitrose.