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Updated Laughing Cow Conveys the Joy of Snacking

Iconic red laughing cow takes center stage in new packaging graphics for the cheese wedge product, positioning the brand as a fun and spontaneous snack.

Laughing Cow Packaging Design Refresh
Bel Brands wanted to refresh the brand identity and develop new packaging that would reflect the history of the brand while also bringing enhanced personality to the iconic red cow and modernity to the package design.

This year, France-based multinational cheese marketer Bel Groupe refreshed the brand identity for its cheese wedge snack brand The Laughing Cow. A fresh, new sunlit field with flowers and repainted dairy barn set a beautiful scene for the delicious, creamy cheese. The refreshed packages, designed by Team Creatif USA, hit shelves in spring 2020.

Building on the knowledge of the 100-year history of the signature red cow, Team Creatif USA Creative Director Brady Bone pursued the design approach of “it’s better to laugh.” The result solidified The Laughing Cow brand as a fun, spontaneous snack.

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“Working closely with the marketing team allowed us to create a strategically sound approach that led to a design that brings even more joy to the shelves,” notes Lindsay Ashton Bean, Account Manager, Team Creatif USA.

Laughing Cow before updated Packaging DesignThe Laughing Cow packaging graphics BEFORE the redesignComponents of the design, including the outside round box and inside foil packs, deliver a cohesive brand experience for consumer. The jubilant colors present a distinguishing identity for each of the seven flavors.

The Laughing Cow cheese wedges are unique, savory, and rich. Combined with a bright, milky-white background, these enhancements give the pack a more positive, bright, and flavorful presence on shelf, Team Creatif USA relates.

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In addition, The Laughing Cow logo was adjusted and made more prominent. The “diagonal” setting of the logo and graphics enhances the character of the cow, making her feel as if she is laughing more than ever.

Laughing Cow's updated Packaging DesignsJubilant colors present a distinguishing identity for each of the seven flavors.Says Team Creatif USA CEO Heath Osburn, “This project inspired our team to breathe new life into a long-time popular consumer product, while acknowledging the expansive brand history of The Laughing Cow.”

With enhancements applied across the flavor range, this culmination of strategy and design has resulted in a stronger brand presence, easier flavor navigation, and more consumer brand engagement.

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