Quicke’s Unveils New Look

The new look was initiated by Tom Chatfield, sales and marketing manager at Quickes’, who wanted to illustrate the Quicke family’s farming heritage and build a story around the making of the brand’s cheese.

Cornwall-based creative agency A-Side Studio were used to develop the new brand, which incorporates a woodcut panorama by artist Joe McLaren. The design depicts the landscape around Home Farm, including the cows, goats and ewes which provide the milk for cheesemaking, swallows, a barn owl and the Quicke’s beast used on the brand’s original graphic logo in 1973.

The branding will be used across Quicke’s prepacked range, with each item in a different colour for ease of on-shelf identification. The labels clearly display the age of each cheese, and offer a peel and reveal tab to offer further information about the cheese.

The woodcut print is also used across marketing literature, signage and aprons.

Tom Chatfield, sales and marketing manager at Quicke’s said, “The brand update maintains elements that have formed part of Quicke’s identity for the past 40 years. We felt that there was a strong legacy that we didn’t feel appropriate to discard entirely. The creative route we chose to progress, retains certain familiar elements, whilst still introducing a more contemporary, progressive look and feel.

Food marketing is becoming increasingly sophisticated – so it’s essential for speciality and artisan businesses to take this aspect seriously. Quicke’s is in a really healthy position; we have strong UK sales, the export market is growing and we consistently produce award winning cheese. With all these positive drivers, it seemed the perfect opportunity to review how we present ourselves and make a long term investment in the Quicke’s brand for the future.”

Mary Quicke, managing director at Quicke’s said,“The branding process has been a fascinating journey, it has made us all consider what is that we do and what that actually means. In my opinion ‘what we do’ at Quicke’s is very special – it has real value. Cheese is commonly perceived as a commodity item – but there is nothing FMCG about a handmade cheese that’s been aged for two years!

“I am inextricably linked to the land and our herd; my family have farmed this beautiful patch of Devon for 15 generations, so it is satisfying to see these aspects borne out in the new designs.”