Heart and Soul in Every Slice
Despite Cathedral City’s strong market position and rich heritage, the brand faced the challenge of remaining relevant in an increasingly competitive and fast-evolving market. With the cost-of-living crisis intensifying, consumers became more price-conscious, turning to private label alternatives. Now, more than ever, Cathedral City needed to justify its premium price point by commanding loyalty and standing out as a symbol of superior quality and value. It needed a refreshed identity that would build brand loyalty beyond product quality, while celebrating its legacy of craftsmanship.
The idea of doing things “with heart and soul” was key to re-energising Cathedral City. It stands for putting the focus on the care, skill, and craftsmanship that goes into every block of cheese. It also represents bringing the brand’s iconic cathedral symbol to life in the heart of a vibrant cityscape, using hand-crafted, screen-printed textures that conveyed the artistry behind the product.
Burgundy is still the brands hero colour, a wider palette has been introduced to bring warmth and depth to the brand, while bespoke typography inspired by sign painting added personality. Charismatic characters and celebratory banners reinforced the brand’s warm-hearted, generous spirit.
The refreshed identity has elevated Cathedral City’s emotional connection with its audience, reinforcing its status as a market leader. The brand now stands out as a symbol of warmth, craftsmanship, and community.
