The Repositioning, Rebranding and Packaging Design of a Portuguese Cheese Classic


PACKLAB - Lactogal, Serra Dourada

"Lactogal, Serra Dourada

Serra Dourada is a Portuguese dairy brand for affordable premium everyday cheeses. The product brand range is an integral part of the Lactogal group with a broad portfolio of dairy products very well known to Portuguese consumer. PACKLAB took the brand identity and packaging design forward, with the overall design strategy to capture the position statement of the product as ''affordable premium.''

It’s a specific kind of cheese, a large round cheese with a hard shell and a smooth paste consistency. Designed to be easily consumed on a daily basis for an array of different meals.The brief was a balancing act to rejuvenate, modernise and give a bolder statement to a traditional brand and product range while keeping the brand heritage and origins in place.

The new additional paper wrap helped the product conservation but also aided the communication to provide product differentiation which had previously been a challenge. The paper wrapping also offered more space for the brand to communicate beyond its ingredients list. The design and the paper substrate has given a rustic feel that is true to the products origin."


Design Agency: PACKLAB
Brand / Project Name: Lactogal, Serra Dourada
Project Type : Consumer Brand Redesign, Consumer Brand Rejuvenation
Strategic Deliverables: Consumer Research / Insight, Consumer Brand Strategy, Consumer Product Brand Architecture
Design Deliverables: Consumer Rebranding, Consumer Visual Brand Identity, Consumer Graphic Packaging Design
Location: Global
Market Country: Portugal
Market Region: Europe
Project Type: Agency Commercial / Published
Project Category: Dairy
Packaging Format: Wrap
Substrate / Material: Pulp Paper