There was no customer’s brief. The customer addressed us to create a mainstream make within the framework of their hard cheese product offer (as a matter of fact, they ordered the creation of as many makes as we would deem necessary within the limits of their entire portfolio).

The make’s proposal was to create a daily “cheerer-upper” of the table: an optimistic, sincere and joyful brand which exposes the colour yellow as a symbol of positive energy. It uses the characteristics of cheese, such as its colour and holes, which are “nice” and have the potential of arousing emotions. Through applying these elements in the packaging lines, we inscribe good feelings in our make. We are the first to appropriate the “niceness” of hard cheese for the Serenada brand.

After the introduction of the new packaging, sales for wholesalers who so far ordered Spomlek cheeses increased by several dozen percent.