2
CONTENTS
03 - 11
|
Our stories
43 - 45
|
Patterns
12 - 15
|
Tone of Voice
46 - 61
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Illustrations
16 - 23
|
Logo
62 - 65
|
Photography
24 - 29
|
Colours
66 - 67
|
Layouts
30 - 36
|
The Mix
68 - 81
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Motion
37 - 42
|
Typography
82 - 87
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Packaging
88 - 100
|
In use
OUR
STORIES
The stories that make our people and customers care
Prima Cheese | Brand guidelines | Our Stories 4
THE FEELING
In a world of ordinary cheeses, there’s one that stands out from the crowd - Prima Cheese. Full of character and bursting with personality.
Picture a bustling cheese factory in the heart of the North East of England. It’s not just a place of
production; it’s a hub of character and camaraderie. From James in export to Iza in finance, every member of the Prima team adds their unique flavour to the mix. Together, they’re not just crafting cheese; they’re crafting experiences that bring joy to millions of dishes worldwide.
The story of Prima Cheese is one of resilience and determination, but above all, it’s a story of the people behind the brand. From the fanatical-about- all-things-cheese technicians perfecting each batch. To the dedicated customer service team ensuring every order is just right, Prima’s team members infuse their expertise and passion into every aspect of the business.
As the cheese makes its way from the factory to kitchens around the globe, it’s not just a product; it’s a symbol of collaboration and creativity. Each block of cheese carries the essence of hard work, innovation, and a touch of quirkiness that makes Prima Cheese unique. Whether it’s the mild, light, or salty notes that dance on your palate, Prima’s cheese is a testament to the collective effort and dedication of the entire team.
So, the next time you savour a slice of Prima Cheese, remember that it’s not just cheese—it’s a story of character, passion, and the harmonious blend of talents that make every bite a delightful experience.
Crafting Superiority, Delivering Excellence.
Prima Cheese | Brand guidelines | Our Stories
WHAT A
CHARACTER
Our “Make” Story
What gives cheese character?
It’s in the long gooey melt It’s in the moreish texture
It’s in the mellow tang lingering on your tastebuds It’s in the unmistakable golden glow of fresh-from- the-oven goodness
It’s in that heady aroma that wafts and brings folks together
It’s in that tried and tested, perfected blend that delivers that unforgettable dish result, time and time again.
It’s also in the formidable characters using cheese as a wedge to open doors into new markets
In short, it’s that essential mix of texture, flavour, melt, and blend with the perfect dish that gives cheese its character.
Imagine being able to deliver that kind of character on a huge scale, without having to compromise on quality or customer service. That’s Prima Cheese for you.
And just where does the Prima Cheese character come from?
It isn’t just our plate pleasing cheeses that make us cream of the crop. It’s our people. Every member of the Prima Cheese team adds their unique flavour to the mix, from James in exports, to Iza in finance. Together, they’re not just crafting cheese; they’re crafting that essential character that gets added
to millions of dishes worldwide. They’re helping to support business owners with an entrepreneurial flair, explore new avenues and challenge “how things are done” in their neighbourhoods.
Prima Cheese | Brand guidelines | Our Stories
Continued...
Our people are The Big Cheese. From the skilled artisans who perfect each batch to the dedicated customer service team that ensures every order is spot on; and from the engineers keeping the wheels turning on our processing lines, to the quality checkers who go beyond clipboards and
perform rigorous checks to make sure every shred of cheese is, “just so” expertise and passion is spread across the board.
Then, as the cheese makes its way from our bustling factory in the North-East of England to sizzling, steaming kitchens around the globe, it shows its true character; as a catalyst for collaboration and creativity. Prima Cheese passes through some very exacting and discerning hands on its way to fill plates, and that mix is what shines through in the character of the finished article.
6
This is the key ingredient that turns meals into memories. And it bubbles, stretches, and melts beautifully atop passionately crafted dishes the world over, each and every day. In fact, 6 million pizzas are topped with Prima Cheese every week in the UK and we export to more than 50 countries worldwide. We’ve been showing that Prima Cheese
character since 1996: providing that gooey melt that has helped build businesses, for the tastiest part of 30 years.
Prima Cheese | Brand guidelines | Our Stories
Continued...
It’s no accident that we’ve become so synonymous with quality: our cheeses are damn good. Our blends are one of a kind; and that delicious, dish delighting quality is guaranteed from your first pack, to your 1000th. It’s taken years of hands-on learning and investing, listening to feedback from our customers, and taking any complaints seriously and in our stride, to make our blend so distinctive. And now our knowledge and cheese processing abilities are second to none. Our customers know that they can count on us. We know exactly how to craft blends that will withstand the wide variety of dishes your customers are cooking up - and we’re not afraid to get back in the innovation chamber (kitchen) ourselves if we don’t already have the perfect product to fit that need.
7
It’s time you got to know Prima Cheese: packed with character and crafted with unwavering dedication to consistency. Shredded, cubed and grated, with chefs and their characterful dishes in mind. Rigorously tested, packaged and transported in specially designed trucks worldwide, with ingredient suppliers and their business ambitions in mind.
We’re on a mission to get more pizzas, sandwiches, lasagnes, pasta bakes, burgers and salads topped, filled, and garnished with this superhero ingredient.
Stand out from the crowd, with Prima Cheese. Where a sprinkle of cheese delivers more than a sprinkle of flavour, personality and character.
Prima Cheese | Brand guidelines | Our Stories 8
A FLAIR FOR FLAVOUR AND HUNGRY FOR MORE
Our “Us” Story
Quality is their way of life. And they’re all about that stretch, pull, and bubble associated with one key ingredient: perfect cheese. From high-end hotels, to family run pizzerias, those kitchens are bustling, sizzling, and the chef is calling out for “service!”
And you’re here to answer that call. Helping talented, creative chefs get more,
“mmmmm” dishes onto tables and into bellies
gives that same warm, fuzzy glow as taking that long anticipated bite of a properly stacked burger, and reaching that lovely gooey, cheesy bit. Knowing you’re getting families and friends together around the table - both on take-away night and dinner-out night - is a special thing.
Because food is better shared. And it’s even better with the essential ingredient that turns meals into memories, that adds more than a sprinkling of character.
“Yes, Chef!” you’ll say, when they come to you looking for the best of the best to complete their culinary canvases. Because you’ve got Prima Cheese in your corner; from the highlands and lowlands of the UK, to a far-flung destination. We exist to help you say yes to more opportunities. And we’re not afraid to roll up our sleeves and work alongside you to make that possible.
Prima Cheese | Brand guidelines | 9
Continued...
We’ll put in the time and go the distance to support you as you wedge open the door to new markets, expand your business and make a name for yourself in the industry. We’ve done it before, and we’ll do it again, and again, and again.
That’s why so many of our customers have been with us for decades, even in the face of being able to source “cheaper” alternatives. Our service,
dedication to quality and constant innovation knows no limits, or equal. And you can’t put a price on that.
Prima Cheese means quality, consistency, craftsmanship and character - making it the missing ingredient your customers need at-the- ready in their walk-ins, on their countertops, and at their fingertips.
We know what it’s like to start off as a bit of an underdog - how much grit and determination it takes to outgrow all of that - and anyone with that strength of character blends well with us.
Come and be part of the mix.
Life’s better with cheese on top, and cheese is better when it’s Prima Cheese.
Our Stories
Prima Cheese | Brand guidelines | Our Stories 10
DEDICATED TO SUPPORTING CRAFTSMANSHIP AND
CHARACTER
Our “Care” Story
Your customers are all about that flavoursome character. And they’re real characters themselves, crafting culinary canvases amidst billowing steam, the clatter of pans, and the heady aroma of bubbling pots.
The pressure is intense and the stakes are high. They can’t afford to have that “missing ingredient” that drops their reviews, feedback, or customer experience. They’re dedicated to getting it “spot on’’ each and every time. Theirs is a story of character, passion, and the harmonious blend of talents that make every bite a delightful experience. And that’s why they need Prima Cheese:
What if your customers didn’t have to choose between quality and availability? Between consistency and flavour? Appearance over performance? Or between cost and their needs?
What if they could find exactly what they needed, for the dishes they are creating, without compromise? And what if you could be the one to provide that to them? Without worrying about spoilage, logistics, or testing. What if that could actually grow your business, put you on the map
and carve out a chunk of the market block (or open new ones to you)?
Prima Cheese | Brand guidelines | Our Stories 11
Continued...
With a sprinkling of Prima Cheese, ordinary meals are transformed into extraordinary dining experiences. These are dishes to remember, and
people should be queuing around the block to get them.
Grab a plate and let us show you the characterful ingredient known to savvy restaurants and wholesalers all across the globe, bringing personality and flavour to delicious dishes. It’s time for you to be part of the mix.
Prima Cheese - Blended with personality, for those big on character.
TONE OF VOICE
How we talk to the people we care about
Prima Cheese | Brand guidelines | Tone of Voice 13
TONE OF VOICE
We designed our TOV to help you understand how
we talk to our customers, and how we refer to their customers, and why. This should come through in all of our communications. We hope it’s useful in helping you understand both our general tone, and specific voice.
Say cheese, and let’s get rolling!
Find our full Tone of Voice document here: https://drive.google.com/file/d/16o0LVl9y-qFm4SP- kPbqQGrTs3hLnV8O/view?usp=sharing
Prima Cheese | Brand guidelines | Tone of Voice 14
HOW WE TALK,
OVERALL
• We emphasise the real world uses for Prima and bring cheese to life in kitchens and on the plate. We’re supplying an essential ingredient to creative and talented chefs.
• The “why” and benefits come before the “how” or features - tapping into that emotional side of decision making and how Prima really shows up in the world at large.
• We lead the way with a human story - putting people and personality first - we’re championing a movement within the sector.
• We’re making customers the star of the show and speaking to their needs, with clear, human language.
• We’re bringing the product and the service to life.
•
Prima Cheese | Brand guidelines | Tone of Voice 15
RULES
Trait Description Do Don’t
LOGO
Our mark
Prima Cheese | Brand guidelines | Logo 17
OUR
LOGO
Our logo in its standard format is displayed on the right. It features in white with an orange containing box.
Wherever possible, this format of the logo should be used.
Download link
https://drive.google.com/drive/ folders/12TeIg2gZstrobac8QL7jM8AsHGFdgbBu?usp=sharing
Prima Cheese | Brand guidelines | Logo 18
WHEN NOT TO USE THE ORANGE LOGO
Please avoid using our orange logo on the orange colour or in situations where there is low contrast.
Prima Cheese | Brand guidelines | Logo 19
LOGO
COLOURWAYS
Our logo can be used in two colour ways, as shown below. The orange colourway is our primary logo, the white logo should only be used when the background is orange- where the primary logo cannot be used.
Prima Cheese | Brand guidelines | Logo
WHERE TO USE THE LOGOS
What works:
Logo is clear and colours work together.
Logo is clear and colours work together.
20
What doesn’t work:
Logo isn’t visible and colours don’t work together.
Logo doesn’t have a box.
Prima Cheese | Brand guidelines | Logo 21
WHERE TO USE THE LOGOS
What works: What doesn’t work:
Logo is visible and has good contrast against image.
Logo has its own space and is clear to see as the pattern is designed around it.
Doesn’t have good contrast against image as it’s too busy.
Logo isn’t clear to see as it’s placed on top of the pattern.
Prima Cheese | Brand guidelines | Logo 22
LOGO
SPACING
When positioning our logo we use the “P” in Prima as a guide to create space around the logo.
Prima Cheese | Brand guidelines | Logo
PLEASE DON'T...
Please don’t use the logo in any other way than described on the previouse pages. This includes, but is not limited to the below.
Don’t use the logo at small size
Don’t use the logo in any colour than our orange or white
23
Don’t stretch or squash the logo Don’t rotate the logo
Don’t round the corners of the logo Don’t put a drop shadow on the logo
COLOURS
Our style
Prima Cheese | Brand guidelines | Colours 25
COLOUR
Primary
Secondary
Tertiary
Prima Cheese | Brand guidelines | Colours 26
COLOUR
BLENDING
We are able to blend our primary and secondary colours using the “Multiply” blend mode.
Prima Cheese | Brand guidelines | Colours 27
PRIMARY
COLOUR USAGE
Our primary colours will be seen on illustrations, patterns, backgrounds and logos. Orange must always be used on any collateral, whether that’s shown in a pattern or used in the logo.
Prima Cheese | Brand guidelines | Colours 28
SECONDARY COLOUR USAGE
Secondary colours are used for illustrations, backgrounds and patterns. Where orange is not present in a background or pattern the orange logo must be present.
Prima Cheese | Brand guidelines | Colours 29
TERTIARY
COLOUR USAGE
Tertiary colours can be used to bring highlights to designs. The toned down options can be used for washed out backgrounds.
Creating the perfect blend
Prima Cheese | Brand guidelines | The Mix 31
OUR SHAPES
To create our mix we use four core shapes. Each shape
represents a way in which we process cheese; shred, slice, cube and string. The four shapes should stay consistent and new shapes should be reviewed and signed off before adding more.
Shred Slice Cube String
Download link https://drive.google.com/file/d/1n9LvoRaR_ Yh5CafDHMPQIjey_P-qyjys/view?usp=sharing
Prima Cheese | Brand guidelines | The Mix 32
MIXING
To create the perfect visual mix, we blend our
shapes. The mix of shapes not only represents the way we produce our products but also the mix of company culture and relationships we have with our customers.
Prima Cheese | Brand guidelines | The Mix 33
MIX TYPES
Our shapes can be mixed in
different quantities depending on how and where it is used.
Big mix Medium mix Mini mix
Download link
https://drive.google.com/drive/ folders/12xiI5bOpEyDSRiOxLHE7A3ZHZXK8a_fo?usp=sharing
Prima Cheese | Brand guidelines | The Mix 34
MIX RULES
When mixing our shapes be mindful
of a couple of rules. These simple rules will keep the graphics consistent across various applications.
No unconnected elements
No more than two layers overlapping
Prima Cheese | Brand guidelines | The Mix 35
POSITIONING
When positioning the mix
graphics ensure that it is touching/ overflowing on at least one edge. The mix graphic should always be cropped in some way to the edge.
Prima Cheese | Brand guidelines | The Mix 36
SINGLE USE
Our shapes can also be used in a single format.
When using them in the single format, ensure the shapes are large and dominate the space. Where possible single use should be kept to a minimum.
TYPOGRAPHY
Our words
Prima Cheese | Brand guidelines | Typography 38
FATFRANK
ABCDEFGHIJKLMN OPQRSTUVWXYZ
Weights
Heavy
Letter case
Uppercase
Line height
80% of font size
Download link
https://fonts.adobe.com/fonts/fatfrank
Prima Cheese | Brand guidelines | Typography 39
Swear Display
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
Weights
Regular
Letter case
Lowercase & uppercase
Styles
Normal & italic
Font size
40% of title font size
Line height
100% of font size
Download link
https://fonts.adobe.com/fonts/swear-display
Prima Cheese | Brand guidelines | Typography 40
Massilia
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
Weights
Extra Light & Regular
Letter case
Lowercase & uppercase
Styles
Normal & italic
Font size
20% of title font size or 60% of sub-title font size
Line height
135% of title font size
Download link
https://fonts.adobe.com/fonts/massilia
Prima Cheese | Brand guidelines | Typography
BRAND FONTS
Our brand fonts have been chosen to create a balance between boldness, sophistication and legibility. All fonts can be downloaded from Adobe Fonts.
Main title
FatFrank
Sub-title
Swear Display
Body copy
Massilia
41
amet, consectetur adipiscing elit. Mauris interdum, mi eget dapibus convallis, arcu arcu tristique ex, non tristique lorem arcu vel odio.
Prima Cheese | Brand guidelines | Typography
SYSTEM FONTS
When brand fonts are not available, the following system fonts can be used. Please follow the same font size and line height rules applied to the brand fonts.
Main title
Arial Black
Sub-title
Palatino
Body copy
Euphemia
42
Body copy lorem ipsum dolor sit amet, consectetur adipiscing elit. Mauris interdum, mi eget dapibus convallis, arcu arcu tristique ex, non tristique lorem arcu vel odio.
PATTERNS
Adding texture
Prima Cheese | Brand guidelines | Patterns 44
PATTERNS
We use patterns as part of our branding to bring
texture to designs. The patterns can be cropped or used to cover a space. Patterns should never be used in the same space as our mix graphics.
Cheese stretch Grated cheese String cheese
Sliced cheese
Cubed cheese
Shredded cheese
Download link https://drive.google.com/drive/folders/1aLWbX25bbECc_ MtnSmcCTkPLttZfsGWt?usp=sharing
Prima Cheese | Brand guidelines | Pattern 45
What we do
Prima Cheese | Brand guidelines | Illustrations 47
ILLUSTRATIONS
Our illustration style is simple and clean. We
combine basic line drawings with orange shapes to add cheese context.
Download link
https://drive.google.com/drive/ folders/10CAhNOFVR3GLiXqAG7gxYvdyWWvvsSus?usp=sharing
Prima Cheese | Brand guidelines | Illustrations 48
CREATING OUR ILLUSTRATIONS
The coloured shapes are used to mimic the movement of cheese where cheese would be present, alternatively to add a more organic feel to the line illustration. The line weight of our illustration are always 5px and there must be at least two coloured-shaped overlapping using the multiply effect. These colours should be using one of our three colour combinations, which are selections of our primary and secondary colours. As seen below:
5px line width
Using multiply effect
Coloured blobs highlighting the cheese
Prima Cheese | Brand guidelines | Illustrations 49
USAGE
These illustrations help communicate
how our cheese can be used.
Download link https://drive.google.com/drive/folders/15aKzDrDUrrtS_ wV1hnirQpzF3-9u4BMA?usp=sharing
Prima Cheese | Brand guidelines | Illustrations 50
Baking
Prima Cheese | Brand guidelines | Illustrations 51
Grilling
Prima Cheese | Brand guidelines | Illustrations 52
Topping
Prima Cheese | Brand guidelines | Illustrations 53
All purpose
Prima Cheese | Brand guidelines | Illustrations 54
MARKET
These illustrations help communicate the
market type our cheese is suitable for.
Download link
https://drive.google.com/drive/ folders/15bj7d6M4MdY4FLtuNMpnJKWJv4rWv069?usp=sharing
Prima Cheese | Brand guidelines | Illustrations 55
Restaurant grade
Prima Cheese | Brand guidelines | Illustrations 56
Takeaway/delivery
Prima Cheese | Brand guidelines | Illustrations 57
Grab and go
Prima Cheese | Brand guidelines | Illustrations 58
CHEESE
CHARACTERISTICS
These illustrations help communicate the
functional characteristics of our cheese.
Download link
https://drive.google.com/drive/ folders/15bj7d6M4MdY4FLtuNMpnJKWJv4rWv069?usp=sharing
Prima Cheese | Brand guidelines | Illustrations 59
Melt
Prima Cheese | Brand guidelines | Illustrations 60
Stretch
Prima Cheese | Brand guidelines | Illustrations 61
ILLUSTRATIONS & COLOUR
Our illustrations can be used in our white or brown colours. They are never placed on any of the colours in the illustration colour palette or on the outline colour, as they are hard to see. They can be used against any other colours in our brand palette.
Correct ways to use our illustrations: Incorrect ways to use our illustrations:
Don’t place on any of the colours used in the illustration palette
Don’t place on background same colour as the outline
PHOTOGRAPHY
Us in action
Prima Cheese | Brand guidelines | Photography 63
PHOTOGRAPHY
We use photography to show our
products in action and to capture the moments created with our products. Our photography should go beyond just showing the features of our products, it should be shot from within the situation where it is being used and consumed.
Download link https://drive.google.com/drive/folders/1lXM4xwgYxQ_awcERi_ ZvpD-_HCkyAFzq?usp=sharing
64
Prima Cheese | Brand guidelines | Photography 65
CROPPING
Using our shapes, we can crop
our photography to bring further depth to our designs. Additionally, we can use the mix graphics in conjunction with the photography.
LAYOUTS
Getting things in order
Prima Cheese | Brand guidelines | Layouts
GRID LAYOUT
Using a grid layout allows us to
keep our designs consistent and proportional.
Landscape
67
Portrait
MOTION
How we move
Prima Cheese | Brand guidelines | Motion 69
HOW WE MOVE
Our motion is smooth, wobbly, bouncy and fun! We don’t like harsh, abrupt movements;
Easy-ease is our bestfriend.
Prima Cheese | Brand guidelines | Motion 70
THE RULES OF
TEXTANIMATION
Text animating in - position
The text animates its scale and position when coming in. It pops up from behind a track matte and shoots a bit higher, slightly overlapping the text above slightly, before landing on baseline.
Preview link
https://muse.ai/vc/34RXqtJ
Prima Cheese | Brand guidelines | Motion 71
THE RULES OF
TEXTANIMATION
Text animating in - position
All the text keyframes have easy-ease.
The last two position keyframes have been adjusted in graph editor so the text has a harder landing.
Lowest position keyframe
Highest position keyframe (-25 of final position)
Final position keyframe
This is what the easing looks like in graph editor
Prima Cheese | Brand guidelines | Motion 72
THE RULES OF
TEXTANIMATION
Text animating in - position
The track matte sits inline with top of text underneath the one animating. Eg. “PART OF” is the animating text and the orange rectangle is its track matte.
Prima Cheese | Brand guidelines | Motion 73
THE RULES OF
TEXTANIMATION
Text animating in - scale
When the text lands on the baseline, there’s a bounce effect by animating the vertical scale.
Prima Cheese | Brand guidelines | Motion 74
THE RULES OF
TEXTANIMATION
Text animating out
The text animates out by doing the reverse of how it animated in. WITHOUT the scale bounce.
(Reverse the position keyframes)
Prima Cheese | Brand guidelines | Motion 75
THE RULES OF ILLUSTRATION ANIMATION
Illustration animating in - motion blur
Motion blur is used on the illustrations to give the look of smooth movements. It’s used both on the outline of the illustration and the coloured shapes.
Preview link
https://muse.ai/v/xYtBo3q
Prima Cheese | Brand guidelines | Motion 76
THE RULES OF ILLUSTRATION ANIMATION
Illustration animating in - puppet tool
The puppet tool is used to distort some illustrations to give a bouncy movement. Only use when nescessary and if the object may move in that way. For example you wouldn’t use puppet tool on the grill animation.
Preview link
https://muse.ai/vc/TrTng6X
Prima Cheese | Brand guidelines | Motion 77
THE RULES OF ILLUSTRATION ANIMATION
Illustrations animating in - coloured shapes
The coloured shapes animate in by scale. The anchor point is set to where the shapes overlap, make sure they’re on the
edge of the shape. The shapes also have a wiggle expression on their position. The frequency is set at 1 and the amount depends on the size of the shape, however it should be a subtle movement and not chaotic.
Prima Cheese | Brand guidelines | Motion 78
THE RULES OF PATTERN ANIMATION
Grated cheese pattern
The shreds of cheese animate in like they’re being sprinkled. The position is animated so they have a subtle bounce when they land. NO motion blur is used. Easy-ease is used.
Beginning position
Lowest position keyframe (+40 of final position)
Final position keyframe
Preview link
https://muse.ai/vc/J2EvbCk
Prima Cheese | Brand guidelines | Motion 79
THE RULES OF PATTERN ANIMATION
Cubed cheese pattern
The cubes of cheese animate in like they’re being tossed.
The position and rotation are both animated and the easing is adjusted so they have a very smooth end.
Preview link
https://muse.ai/v/oyfJiyP
This is what the easing looks like in graph editor for the postion keyframes.
Prima Cheese | Brand guidelines | Motion 80
THE RULES OF PATTERN ANIMATION
String cheese pattern
The string cheese animates in like they’re being drawn.
The string cheeses are a thick stroke and are animated using trim paths. The stroke MUST have a round cap end.
Preview link
https://muse.ai/v/5v4f4FS
This is what the easing looks like in graph editor.
Prima Cheese | Brand guidelines | Motion 81
THE RULES OF PATTERN ANIMATION
Stretch cheese pattern
The stretchy cheese doesn’t animate in, but it moves like it is being stretched. This is done by animating the horizontal scale.
Preview link
https://muse.ai/v/pZr2WKX
PACKAGING
More than a pretty box
Prima Cheese | Brand guidelines | Motion 83
THE RULES OF
PACKAGING DESIGN
Front of box
The front of the box consists of the cheese brand logo, the Prima Cheese logo, a tagline and a pattern.
The cheese brand logo is placed to the left with the tagline underneath. The tagline must be in the Swear Display font.
The Prima Cheese logo is always placed in the bottom right of the box. All these elements must have the same padding around the outside.
The pattern is always on the right and is the same pattern as the side of the box. It is also always in our yellow colour.
Prima Cheese | Brand guidelines | Motion 84
THE RULES OF
PACKAGING DESIGN
Right side of box
The right side of the box consists of the cheese brand logo, a pattern, an orange background and text stating the type of cheese it is.
The cheese brand logo is always in the top left corner and have the same consistent padding as the front of box.
The text in always in our FatFrank font and centre aligned to this side.
The pattern must always be the correct format.
For example, this box is grated so the grated pattern is used consistently over this box. No other pattern should be used. The pattern should also always be in our yellow colour.
The background of this side should always be in the primary orange colour.
Prima Cheese | Brand guidelines | Motion 85
THE RULES OF
PACKAGING DESIGN
Left side of box
The left side of the box consists of the cheese brand logo, ‘I’m perfect for...” text and two icons with titles.
The cheese brand logo is always in the top left corner and have the same consistent padding as the front of box.
The “I’m perfect for...” text must be in our FatFrank font. The icons are placed underneath with their title in our Swear Display font. The text and icons must be vertically centre aligned and placed near the bottom to avoid be covered by the tape.
The side must always be in our dough-white colour.
Prima Cheese | Brand guidelines | Motion 86
THE RULES OF
PACKAGING DESIGN
Back of box
The back of the box must have a bit of the continued pattern from the right side of box on it. This side should always be the same colour as the front of the box.
Prima Cheese | Brand guidelines | Motion 87
THE RULES OF
PACKAGING DESIGN
Top of box
The front top flap of the box consists of a QR code and the Prima Cheese. They are both placed in the bottom right corner.
The back top flap of the box consists of the cheese brand logo and a longer version of the short tagline on the front of box. These are placed in the top left corner with the tagline centre aligned to the cheese brand logo.
Front top flap
Back top flap
IN USE
In the wild
-
BEPART
OFTHEMIX
E'RE
HIRINGI
Join the Prima family
THANKS
Produced by Make Us Care.
Contact callum@makeus.care