Strategic food and drink brand consultancy The Collaborators has partnered with Applewood – Britain’s original smoky cheddar – to reposition and refresh the brand for modern cheese lovers. The design evolution aims to strengthen Applewood’s number one position in the smoked cheese category whilst broadening appeal amongst younger shoppers who crave flavour-forward food experiences.

First launched in 1965, Applewood has long been loved for its gently smoky, creamy flavour, but it needed to stay relevant in today’s dynamic category landscape. The Collaborators was brought in to help retain Applewood’s loyal fan base whilst making the brand more desirable and prominent on shelf for a new wave of taste-driven shoppers.

The consultancy was tasked with a sensitive rebrand that would elevate and evolve the visual identity without alienating core customers. Their solution was to position Applewood not just as a product of provenance, but as a source of ‘pure dreamy pleasure’ – a cheese that elevates everyday cheese moments with its deliciously moreish flavour and texture.

Alex Ririe, Strategy Director at The Collaborators, explains:
“We saw an opportunity to reframe Applewood not as something solely reserved for the cheeseboard, but as a go-to cheese for cheese lovers who live for the sensory joy of food. Applewood’s mellow, smoky tang is genuinely addictive – and the new identity needed to reflect that inviting, melt-in-your-mouth experience.”

The new look centres on the creative idea ‘We dial up dreamy’, bringing more warmth, charm and appetite appeal across the range. The packaging has been carefully modernised, with richer textures, softer, golden tones and handcrafted details that evoke the brand’s home in the rolling Somerset hills.

A refined logo enhances legibility and shelf presence, whilst elegant gold flourishes and the addition of ‘Since 1965’ reinforce the brand’s heritage and quality credentials. On-pack language also plays a key role – inviting consumers to embrace Applewood’s mouth-watering melt and explore it beyond special occasions.

Mary Lewis, Creative Director, adds:
“Applewood already had the taste and trust – it just needed a bit of love to help it stand out, look like the category leader and connect emotionally. This is a cheese that deserves centre-stage in people’s fridges, not just at Christmas. Our goal was to make the brand feel as easy-going and dreamy as the cheese tastes.”

The new identity started rolling-out across major retailers in May 2025. Whilst too early for full results, initial reactions from trade and consumers have been very positive.

Evelyne Wilkinson, Brand Director at Applewood, said:
“This repositioning marks an exciting new chapter for Applewood and we now have a strong overall direction for the brand. The Collaborators has done a fantastic job of reflecting our heritage and provenance whilst unlocking fresh appeal for today’s consumers. The feedback so far has been incredibly encouraging – we can’t wait to see where this takes us.”