Josh Brooks / packagingnews.co.uk
Aesop creates cheese brand for
Blur bassist Alex James
Alex James, the former Blur bassist turned celebrity organic farmer, has turned to new design agency Aesop to create the branding for a new range of cheese.
The brand, Alex James Presents, launched in Asda on Monday (22 August). The pack design is based on the initials AJ that have been transformed into a triangular slice of cheese and a cheese knife.
The branding ‘Alex James Presents’ is designed to appear to be etched on the ‘J’ knife. while the design is supported by a silver and stilton blue colour palette, intended to cut through what the agency called the “generic cheese category, which is arguably awash with blocks of parchment, primary colours and cheese cliches”.
Martin Grimer, executive creative director of Aesop, said: “The brand design uses the ‘A’ of AJ to become a window to the product and the ‘J’ becomes the knife.
“This is supported by fluorescent colour descriptors and engaging copy, much of which came from the man himself. All in all, it delivers a modern, category-breaking design that supports Alex’s innovative range of cheese products.”
Aesop launched in May this year and is touting itself as a “brand story telling agency”. It is currently working with a range of clients including Ribena, Shell, Birra Moretti, Newcastle Brown Ale, Fosters, Heineken and Soap and Glory
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