The Laughing Cow
Refreshing a refreshing icon.
BRAND IDENTITY BRAND DESIGN PACKAGE DESIGN PACKAGE ROLLOUT
It’s incredibly uncommon to create a brand mascot that stands the test of time – and marketing whims. Especially a red cartoon cow – it’s absurdly charming!
—
With the icon’s near-century-long history and new strategic positioning of “It’s better to laugh,” reestablishing the significance of her essence through decisive prominence on pack was warranted.
Before
—
This approach can be dashed by the demands of a 130-country rollout considering their various cultural and regulatory requirements – chiefly in the US with its seven varieties.
—
This work was part of a larger, global initiative requiring coordination with multiple marketing teams. Through collaboration with the Team Creatif Paris office — under the direction of Chief Creative Director Olivier Dognon — we could guide the new global design to have a clear, defined structure. One that allows flexibility to maintain the brand distinction, deliver on flavor differentiation, and consider various regulatory elements.
—
Altogether, the new design creates a promise of the fun, satisfaction, and enjoyment of the perfectly wrapped, individual wedges of flavorful, creamy cheese inside.
CHIEF CREATIVE DIRECTOR: OLIVIER DOGNON (TEAM CREATIF PARIS)
CREATIVE DIRECTOR: BRADY BONE
ART DIRECTOR: BRADY BONE
DESIGN: BRADY BONE
PRODUCTION: BRADY BONE
ACCOUNT MANAGEMENT: ERIKA RASILE, LINDSAY BEAN
AGENCY: TEAM CREATIF USA
