Fromage Abondance
THE MOST MODERN, TRADITIONAL CHEESE
For 8 years, I provided strategic and creative support to the Abondance cheese brand in its communication.
To get away from the traditional campaigns with a cow and a mountain, I guided the brand towards a new tone.
Humour, discrepancy, manipulated historical facts...
The brand gained notoriety and visibility and the impact on sales was significant.
(+30% over 8 years).
Moving up-market
After many observations and extensive research, I recommended that the brand move upmarket.
Revisit its identity, rethink its website, create experiences, links, with its audiences.
So we changed the logo and worked on a new positioning, based on the ambivalence between the brand's rich history and its modernity:
The most modern, traditional cheese.
The website
The move upmarket and the new graphic guidelines also required a complete redesign of the brand's website.
The digital experience
To underpin this new signature, I conceived a digital experience on the site.
A quest in which the user goes through different historical scenarios, combined with modern elements:
- the tavern: based on a true legend which states that in the Middle Ages, in the valley of Abondance, a pretender was evaluated according to his ability to eat cheese crusts.
- the knight: a totally false legend about the fortuitous discovery that Abondance is as good hot as cold.
- the pope: although the cheese was present on the conclave table in 1381, the pope most probably did not create the first Abondance burger.
The print campaign
We turned the experience into a poster campaign. Inspired by chiaroscuro in Flemish painting, it also emphasises the duality between tradition and modernity of the brand.
Web-series
Besides, I directed and wrote a web-series for the brand, the story of the meeting between a city boy giving up on everything to go to the Abondance valley and a producer who will help him, despite himself, to produce Abondance.
An opportunity to talk about the production process, the valley, the cows' quality of life in the high-altitude pastures, the demanding nature of producers’ work and about everything that makes Abondance cheese so magical, with humour.