Cheese

A Dutch Masterpiece unveils new branding

The updated cheese packaging features identifiable Dutch painters and tasting notes.

A Dutch Masterpiece, a cheese brand of FrieslandCampina, Amersfoort, Netherlands, said it unveiled a new brand redesign for 2020, which includes new packaging and a revamped website (www.adutchmasterpiece.com) devoted to drawing consumers to the brand.

The redesigned packaging features readily identifiable Dutch painters and their recognizable works while providing informative tasting notes about the product so consumers can be better educated about the cheese’s taste and texture. The packaging for both cheese wheels and wedges provides a powerful product image, which is designed to stand out in the cheese case, the company said.

"Our cheeses are as much a work of art as the innovative and prolific golden age painters for which they are named,” said Debbie Seife, marketing director North America for FrieslandCampina North America. "Our new brand identity and package design frames the distinctive features of each painter, their formative work, and the unique age and tasting notes of each of the awarding winning cheeses in our masterpiece collection.”

Friesland Campina said the packaging redesign will make this award-winning collection more appealing in the dairy section and more accessible to consumers. The new product labels feature the full cheese profile front and center for the entire collection, which includes:

Rembrandt — Traditionally ripened for one year, this award-winning extra-aged Dutch cheese has a firm texture, a robust flavor and an exceptional taste. World Championship Cheese Contest Overall Winner 2004, World Cheese Awards 2016 Gold.
Vincent — Where Gouda meets Parmesan, this rich, sweet-tasting cheese is fully ripened for nine months. World Cheese Awards 2013 Gold.
Frans Hals — A rich aged Dutch goat cheese that is naturally matured up to six months. Frans Hals is made from 100% goat's milk to create a unique full-bodied taste and delicate aroma. World Cheese Awards 2016 Super Gold.
Vermeer — Traditionally ripened for six months, this award-winning aged Dutch Gouda cheese has a delicate fruity taste. World Championship Cheese Contest Overall Winner 2012, World Cheese Awards 2013 Gold.