A revolution has been sweeping the world of food for almost a decade now. Middle class people are rejecting foods that seem contrived and artificial in favour of ‘artisanal stories’. Particularly in the world of cheese, where the cultural stereotype of a ‘good cheese’ is an unbranded one-off made by a peasant in a barn. The challenge for Castello was, as a large brand with many cheeses, how do we straddle what people want from a cheese with what the brand truly was in a way that wouldn’t feel inauthentic?