Cœur de Lion, a leading brand of soft cheeses in France, partnered with Lonsdale, a branding and design agency, to revitalize its identity. The goal: to reconnect with its roots, celebrate its Norman heritage, and elevate its emotional appeal to consumers.

Traditionally, the soft cheese market has been driven by functional benefits, but Cœur de Lion decided to differentiate itself by introducing a new identity that resonates on a deeper emotional level with consumers. The brand sought to reposition itself around emotion, passion, and pride, firmly rooted in its Norman origins.

Lonsdale approached this challenge by redefining Cœur de Lion’s visual identity, starting with the logo, typography, and overall brand symbolism. The updated logo reflects a more modern and sophisticated design, while staying true to the brand’s history. The lions, once fierce and imposing, now embody pride and connection—symbols of the brand’s dedication to its roots and products.

Central to this transformation was the reworked blazon. A stronger, more generous emblem has replaced the previous blazon. This new blazon visually reinforces the brand’s commitment to its heritage, portraying Cœur de Lion as a proud, reliable, and passionate brand. The new typography plays a crucial role in this rebranding. With a more stately and authoritative look.

After reimagining the brand identity, the next step for Lonsdale was to activate the new look with a brand content video showcasing the new identity while reassuring consumers around a simple message : ‘Cœur de Lion changes its look, but not its taste.’
Additionally, the brand’s new identity was rolled out through a comprehensive 360° activation campaign, combining TV, digital, in-store displays and coupons inside packs. This multi-channel approach ensured the message resonated across all touchpoints, reiterating the strong message: ‘The look changes, but the taste remains the same.’

About Lonsdale: Lonsdale is an independent agency with 260 employees, specializing in branding and design, with offices in Paris, New York, and Singapore. Led by Frédéric Messian, its clients include Renault, Sodexo, Henkel, Rexel, and L’Oréal.