Belton Cheese has announced that the identity of its first branded cheese, Red Fox, was created by The Raft.
The agency was asked to create a unique brand with broad appeal and which achieved stand-out in a crowded marketplace.
Justin Beckett, managing director of Belton Cheese, said: “At Belton, we produce a range of English territorial cheeses and this is one of our most exciting projects to date.
“But launching a new, branded cheese at a time when family incomes are being squeezed and recognisable brands are doing so well is challenging.
“What we needed, therefore, was a brand which would fit well with our organisation but which stood out to customers looking to treat themselves to affordable luxuries in the current climate. This cheese offers consumers a real point of difference and does just that.
“The Raft has produced a brand that does just that with Red Fox, which we believe captures both the spirit of Red Leicester, and the unexpected cunning of a smooth yet crunchy cheese.”