Premium Cheese for the North American Market

Mariposa Dairy, a well-established Canadian producer of award-winning goat cheeses, approached us with a vision: to launch a new premium cow milk-based cheese line tailored to both Canadian and U.S. consumers. Our task was to develop a fresh brand identity, product naming, and cohesive packaging for two product categories—five cheese flavours and three cheese spreads—designed to stand out on retail shelves and resonate with North American audiences.

PROBLEM:
Mariposa wanted this new line to reflect both sophistication and approachability—a brand that would appeal to discerning cheese lovers while still feeling warm and inviting. It also needed to translate seamlessly across two markets, respecting bilingual labeling requirements in Canada and FDA regulations in the U.S., without sacrificing visual impact.

SOLUTION:
We developed the name Bovelle—a soft, elegant word with French-inspired roots that hints at pastoral charm and dairy heritage. The brand identity strikes a balance between artisanal quality and modern shelf presence, designed to elevate the perception of this French style cheese while remaining accessible.

Each package design features a consistent system:

• Vibrant, differentiating color palettes

• Custom illustration for flavor illustration

• Elegant typography and a clean layout to emphasize premium quality

• Regulatory flexibility for English-only (U.S.) and bilingual (Canadian) markets

RESULTS:

The Bovelle line now brings a cohesive and refined brand presence to specialty cheese sections across North America. It has helped Mariposa expand its reach with a product that feels at home on both boutique cheese boards and mainstream grocery shelves. The new branding has also supported sales and retailer interest by offering a versatile, shelf-ready identity that aligns with evolving consumer tastes for premium dairy products.

CLIENT: MARIPOSA/BOVELLE

• BRAND NAMING AND POSITIONING

• VISUAL IDENTITY DEVELOPMENT

• ART DIRECTION FOR ILLUSTRATION ON PACK

• PACKAGING DESIGN FOR 8 SKUS

• TRADE SHOW BOOTH DESIGN