Independent brand design agency Brandon Consultants has carried out a 360-degree redesign for the UK’s #2 cheddar cheese brand, Pilgrims Choice.
Brandon’s work with Pilgrims Choice spans strategy, brand story development, a new visual brand identity system, TOV guidelines, a redesign of the entire packaging portfolio, initial retail and digital communication tools, and developing an innovation platform to support the future launch of sub-brands and limited editions.
“The UK is a cheese-loving nation. In a category dominated by own label, our challenge was to shift Pilgrims Choice from a largely promotional buy to a brand of preference. To break through the beige, we needed to build brand distinctiveness and amplify Pilgrims Choice as the boldly flavoured, adventurous cheese brand that flavour-first food lovers were craving,” explained Emma Bell, account director at Brandon Consultants.
Brandon’s upfront strategy phase unlocked a powerful consumer insight: shoppers have a deep, almost nostalgic connection to cheese – not just as an ingredient, but as a reflection of their taste. They want to feel the flavours, textures, and quality before they open the pack. That insight served as a jumping off point for the creative platform Dare to be Different, with shoppers seeing Pilgrims Choice as the most flavoursome of all the mainstream cheeses in market.
“Pilgrims Choice isn’t your average cheddar. With its new positioning as the cheese that dares to be different, we had permission to reimagine the brand and reflect its unique character through a new visual brand identity. Articulating flavour through rich visual textures and vivid appetite-stirring photography, we’ve developed a new design language that bursts with taste appeal and is just as expressive as the products themselves,” said Joe Bembridge, design director at Brandon.
The Brandon team began by redrawing the Pilgrims Choice brandmark in a clean, contemporary style. Used on and off pack, it brings a renewed sense of confidence to the brand, which is complemented by a new suite of textured graphics and abstract illustrations. Crafted by hand, these denote flavour and quality, speaking directly to the more adventurous foodie consumer. Flashes of gold elevate the perception of quality further, whilst Brandon’s bold application of vibrant colour set on a deep black background differentiates the brand from competitors wherever the brand shows up.
Further taste appeal comes from a new product photography style, designed specifically to stand out in the cold aisle. When it came to the packaging design, the Brandon team undertook a flavour-forward approach to the portfolio redesign, paying special attention to brand architecture and hierarchy. As part of this process, the team developed a new innovation platform for Pilgrims Choice, creating consistent design and messaging frameworks for sub-brands and limited-edition products to support future brand growth.
Alongside the new brand visual identity and packaging redesign, Brandon created a series of additional tools for Pilgrims Choice and its agency partners to further bring the brand to life including Brand Guidelines, Tone of Voice Guidelines, and a toolkit of initial activation assets across shopper, retail, social and digital communications.
“Our aim for Pilgrims Choice was to move beyond a transactional role and become a brand that people love. The team at Brandon Consultants understood our challenge – and the opportunity – right away. Bringing energy, warmth, and just the right amount of rebellion to the brand, together we have reignited that special emotional connection with consumers. From shelf to social, Pilgrims Choice now delivers on punchy flavour communication and bold aesthetic impact, reflecting the quality, texture, and variety that we know cheese lovers crave. The Brandon team have not just injected strategic creativity into our brand, they have helped us make cheese exciting,” Justin Murtagh, creative director at Ornua Foods, concluded.
The new Pilgrims Choice brand visual identity and packaging is rolling out now.
