Woodlands Dairy approached Boomtown to design its packaging. “Introducing cheese wedges adds another dimension to our product offering,” says Woodlands Dairy senior marketing coordinator, Marilee Jansen van Niewenhuizen. “The market for such a product is established as mothers and children, and Boomtown has designed our packaging across all products, so [Boomtown] know our brand and how to attract our target market.”
“The solution needed to be bold, eye-catching, playful, exciting and full of character, yet versatile enough to be carried across all marketing collateral and work well with the First Choice logo,” says Boomtown creative group head, Lara-Anne Derbyshire. “But it also needed to be flexible with colour variations if new flavours are released in the future.”
“The unique wedge-shaped cow with his imperfect proportions and child-like contours tie in well with the typography used in the product name,” adds Derbyshire. And the words ‘cheese’ and ‘wedge’ are designed to fit into one another to replicate the way the triangle slices are placed in the packaging."
There are no added colourants, and each of the eight cheese wedges are easy to open. “Our range of products is growing and growing, and our packaging needs to express the brand visually as well as the nutritional benefits dairy has in our diets,” concludes Jansen van Nieuwenhuizen.
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