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News Release from: Flex/the innovation lab | Subject: Cheese packaign design
Edited by the Manufacturingtalk Editorial
Team on 18 November 2005
Beemster new cheese packaging design
FLEX/ the INNOVATIONLAB from Delft designed a new packaging for Beemster cheese.
The striking flow pack, a paper look foil bag with semi-transparent white print, does optimal justice to the Beemster cheeses with their specific taste that are prepared with much care and according to the traditional cheese making methods The pack opens by pulling open the seal and can be closed over and over thanks to the flap carrying the (quality) stamp
This article was originally published on Manufacturingtalk on 7 Mar 2006 at 8.00am (UK)
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Looking at the cheese shelves in the supermarket we recognize little distinction between the several pre-packed cheese products.
These were the facts that motivated CONO Cheese makers, the company behind the Beemster brand, to ask the Delft-based industrial design office FLEX to come up with a new packaging that shows the specific quality of their cheeses.
The result is a pack that clearly communicates the strength of the Beemster brand.
The product has been bought, prepared and packed with much care and according to traditional methods.
Beemster cows are put to pasture as much as possible, something that now not only reveals itself in the taste but also in the way the product is packed.
On the packaging small oval "paintings" express the craftsmanship in a nice and appropriate way, showing landscapes and cloudy skies and elements unique for the Beemster Polder, a UNESCO World Heritage Location since 1998.
The straight lines of trees, roads, bell-glass farms and the water are portrayed in fine colours that refer to the age of the cheese.
Furthermore, information about age as well as the type of cheese shows on a "closing stamp" placed on the flap that closes the bag.
The Beemster coat of arms is also visible as a stamp in white print and emphasizes the quality of the cheese.
The FLEX designers have taken much care in studying the logistic and cost price consequences of the packaging.
In the end they chose four generic types of foil.
Thanks to the specific "closing stamps" the 19 different packaging varieties that were asked for can still be realized at reduced cost and investment.
Also, choosing the "right" foil was given much attention.
The packaging has a paper feel and look and just that crispness to trigger the sensation of something fresh.
The lower part of the bag has a white print with a structure that resembles cheesecloth; the upper part is transparent and clearly displays the product itself.
Underneath the cheese is a cardboard tray that, as finishing touch, has the name Beemster cheese embossed in it.
With this project FLEX once again clearly shows what a packaging can mean for a brand: the "new" Beemster attracts attention, communicates freshness and craftsmanship and is nevertheless non-perishable for at least 45 days.
What's more, the new packaging has a lower cost price because of the choice of material and using less of it as well as optimizing logistics.
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