Cello, a speciality cheese brand under the Schuman Cheese portfolio, has announced a comprehensive brand refresh. The initiative includes updated packaging and an evolved brand voice, aimed at increasing the brand's visibility within the speciality cheese category and transitioning consumer purchasing habits from category-first to brand-first loyalty.
Elevating Shelf Presence
The rebrand focuses on increasing the brand's accessibility for consumers across varying levels of speciality cheese knowledge. The new packaging draws inspiration from Italian Art Deco, featuring geometric patterns and a structured design intended to distinguish the products in the speciality cheese aisle.
According to the company, the visual identity is intended to reflect the brand's commitment to craftsmanship and authenticity. By unifying the visual presentation of its diverse product line—which includes Parmesan, Romano, Asiago, Fontina, Copper Kettle cheeses, Mascarpone, and speciality flights—Cello aims to create a cohesive presence that appeals to both existing customers and new consumers.
Commitment to Craftsmanship
Central to the brand’s positioning is its heritage of European-inspired cheesemaking. Cello remains a producer of hard Italian-style cheeses made in traditional copper kettles. This production method, including its signature Copper Kettle Parmesan, utilises milk sourced from local family farms.
The brand's focus on traditional methods has been a consistent element of its operations. The portfolio has received recognition within the industry, including multiple placements for its Parmesan at the U.S. Championship Cheese Contest and the World Championship Cheese Contest over the last several years.
Industry Debut
The refreshed Cello branding and packaging are scheduled to debut at the Summer Fancy Food Show in New York City. The rollout follows a period of growth for the company, as it seeks to strengthen its position in the speciality dairy sector.
"Our new look reflects our commitment to making exceptional cheese," said Allison Schuman, CEO of Schuman Cheese. "This identity reflects the warmth, authenticity, and craftsmanship that have always been at the centre of Cello, while inviting a new generation of consumers to discover what makes our cheeses special."
