Rebranding with every truckle telling a tale

Date: 18.04.2023Source: Godminster

Inspired by the landscapes and legends of Wessex, Bruton based organic cheddar producer Godminster has today rolled out its new brand identity. Following fresh investment in the business, the rebrand features a new logo, packaging and product names, including mythical identities and colour schemes for each variety of cheese, to reposition the range to appeal to modern and curious cheese lovers.

Having teamed up with acclaimed brand consultancy Big Fish – the agency renowned for successful West Country rebrands including Dorset Cereals, Clipper Teas, Cornishware and Tracklements – Godminster has developed an identity that will bring the story and heritage of its products to life, whether on fixtures, cheese counters or online.

With its new motto ‘Savour the spirit of Somerset’, each flavour of Godminster cheese has been reimagined around ancient Wessex myths and stories – including some from Bruton itself.

The product range will now feature the original organic vintage cheddar, renamed ‘Bruton Beauty’, in the classic burgundy wax; the Oak-Smoked ‘Cheyney’s Fortune’; Red Chilli ‘Devil’s Dance’; and the ever popular Black Truffle ‘Howling Hound’, all in black wax and made using Godminster’s tried and tested methods.

While bringing a fresh and colourful new look to the top of its waxed truckles, Godminster has also introduced a new belly band to its 200g round and heart-shaped cheeses. This new addition communicates Godminster’s brand messaging to the consumer, even when stacked on higher shelves within the cheese fixture; an innovation that could prove to be a powerful tool in the sale of speciality cheese in the UK.

Said Jessica Kimber-Holloway, commercial and operations director, Godminster: “We’re delighted to be bringing our legendary truckles to life with a new look that has been designed to be the talk of the cheeseboard, wherever it may appear. Emphasising our intimate relationship with the countryside around us, our refreshed brand identity communicates the spirit of Somerset in a whole new way, while staying true to our core values and the heritage of the business, so it feels like the perfect vehicle to take Godminster forward for years to come. This launch heralds the beginning of a very exciting new chapter for Godminster and we’re looking forward to bringing retailers and consumers along with us on our journey.”  For more visit godminster.com

David Cox / IDM

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