Mainland image

Anything But Mainstream.

Good things take time, but they can't stand still. Mainland, a New Zealand icon, had begun to look, well, a little too Mainstream. A subtle, but profound, design makeover was needed to give Mainland back its premium edge and speak to its key point of difference, aged cheese credentials. The addition of a shadow image of Mainland’s Central Otago heartland, more muted variant colours, and a crafted treatment of the fonts, all add up to a sophisticated makeover. But it was the addition of a flavour scale, and tightly linking Mainland’s unique ageing process with its distinctive taste profile, that has really step changed the mainstream cheese category. A makeover that has made Mainland anything but mainstream. So yes, good things take time, but not too much time if you want to stay ahead of the game.

Mainland image Mainland image Mainland image