Wyke Farms has unveiled new branding for its core range of premium cheddar and butter across all packaging in retail and catering.
The new branding will extend across all marketing communications, website and social media, and aims to show the company’s position as a “premium-quality, values-led global-reaching, English brand”.
The logo has been redesigned to reaffirm Wyke’s position as “England’s Cheddar Makers” with that succinctly communicated on pack to show the company’s heritage and expertise.
It also now includes its founding date, 1861, and its location, Champflower, Somerset.
Each pack also now features brand icons designed to show elements of brand values including a kingfisher, the wyvern, the fox and the ferret.
The kingfisher and the fox are designed to represent Wyke’s deep and lifelong connection to nature, the wyvern to represent ‘home’ and the company’s pride in English cheesemaking traditions, and the ferret references the story of how founder Tom Clothier pretended to borrow a ferret from his future wife’s brother in order to see her.
“The core values that underpin everything we do and that have been passed down through the generations of my family will never change, but the way in which we communicate them has been updated and we are proud to reveal our new identity to communicate what really matters to us in a better way,” said Rich Clothier, managing director and third generation family member at Wyke Farms.
The new brand identity was created by consultants Big Fish and builds upon the successful redesign of the Ivy’s Reserve brand in 2021.
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