Long Paddock is an artisan fromagerie in Castlemaine, established by self-professed “cheese tragics” Ivan and Julie Larcher, Alison Lansley, Ann-Marie Monda, and Carla Meurs. They ensure their cheese-making process honours a tradition that yields high-quality products with care, craft & skill. They consider the conscious consumer in their work and embrace the concept of educating through shared experiences and run a cheese school dedicated to such practices.
We had the pleasure of designing the packaging, branding and website for Long Paddock. For the packaging design, we examined the cheese-making process up-close, literally! We considered elements found in nature that are vital to producing Long Paddock’s cheese. We honed in on these elements at a micro-level — from the grasses that a dairy cow would graze on to the natural microscopic cultures critical in the process of making high-quality cheeses.
We illustrated these micro-elements onto the packaging in a stylised manner. We wanted to visually represent the intricate interplay of fresh produce and traditional processes that go into creating great cheese, as well as Long Paddock’s close relationship with the land. We paired the imagery with a bold yet approachable typestyle so as not to overshadow the intricate designs across the packaging.
We were also heavily inspired by the iconic Australian landscape, drawing on ‘colour fields’ and photography, and focusing on its unique flora which offered us inspiring colours, textures and even flavours.
For their website, we used imagery taken by a local Castlemaine photographer, of the area, to help set the scene for digital visitors. The Long Paddock logo is integrated into beautiful images of sweeping Australian landscapes and cows grazing in fields to demonstrate the close relationship Long Paddock has with their environment.
The imagery we harnessed helped us to create a unique, sophisticated, and flexible visual language for the Long Paddock cheese brand and allowed scope for a full gamut of product packaging and branding.