Emmentaler Switzerland Design & Branding Emmentaler Cheese - Gotthelf by Leo Burnett Zurich

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Emmentaler Cheese - Gotthelf

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Industry Cheese
Media Design & Branding
Market Switzerland
Agency Leo Burnett Zurich
Executive Creative Director Martin Spillmann, Peter Bronnimann
Creative Director Simon Staub
Art Director Niels Schäfer
Copywriter Diana Rossi
Illustrator Nadine Geissbühler
Released May 2012


London International Awards 2012
Package Design Use of Illustration Bronze Winner

Credits & Description

Category: Illustration
Product/Service: CHEESE
Executive Creative Director: Martin Spillmann (SPILLMANN/FELSER/LEO BURNETT)
Executive Creative Director: Peter Brönnimann (SPILLMANN/FELSER/LEO BURNETT)
Creative Director: Simon Staub (SPILLMANN/FELSER/LEO BURNETT)
Art Director: Niels Schäfer (SPILLMANN/FELSER/LEO BURNETT)
Illustrator: Nadine Geissbühler
Media placement: Packaging - On Cheese Loaf, Cheese Packaging - 1. May 2011
Media placement: Press/Posters - Throughout Switzerland - 1. May 2011
Media placement: Wooden-Cutting Board - POS, Cheese Tastings - 1. May 2011
Media placement: Shopping Bag - 1250pc Given Out At POS, Roadshows, Cheese Tastings - 1. May 2011
Describe the brief from the client
Produce new labelling for a new Emmentaler Cheese. Emmental, the home of Emmentaler cheese, has not only produced its world famous cheese but also a writer of national acclaim: Jeremais Gotthelf, who from the year 1836 made Emmental his home. To honour him, our client wanted to make a special dedication to him, also with regards to the fact that one of his most celebrated works - ‘The Cheese Diary’ - was being featured as a musical on the festival stage 2011 at the Thunerseespiele in Thun/Berne, Switzerland.
Describe the challenges and key objectives
The actual book tells the story of a young man and woman who, despite much envy and intrigue, still manage to find love by the story's conclusion.
Describe how you arrived at the final design
Now the newest Emmental cheese, produced as it was in the early days, features this historic tale on its traditional Swiss silhouette-cut label. In the centre, we see the main characters of the classic story, and to the left and right, the contrasting images of good versus evil, love versus deception, and marriage versus despair.
Give some indication of how successful the outcome was in the market
In this way, this Emmentaler is just as traditional on the outside as it is on the inside.
Production run: 200pc eg. 20'000tons