MERSEY VALLEY
CRAFTING AN ICON
CLIENT
Lion Dairy & Drinks
SCOPE
Strategy • Design • Realisation
THE CHALLENGE
Everything about Mersey Valley cheese reflects its heritage and sense of pride and place. Having been made in Tasmania for over 35 years, it was important when invigorating the brand to honour the land from which it came, and the spirit in which it was made.
THE SOLVE
Painting the sun’s rays radiating from valleys and hills in the redesigned brandmark logo, connects the consumer to the fertile farmlands and rich traditions of the Mersey Valley region of Tasmania’s Cradle Country.
The design is bold and unfussy, just like the cheese.
+140%
Sales increased from $16M to $23M, in the first five years. Today, Mersey Valley retains the same design and iconic presence on shelf and platters alike.
SOURCE: Group General Manager Cheese, Lion Dairy & Drinks. 2012.
