Laura Chenel

Branding the original
chef’s goat cheese
Services
Brand Audit
Positioning
Research & Insights
Audience, Competitors & Trends
Content
Naming
Style Guides & Brand Standards
Collateral
Copywriting
Illustration & Graphics
Employer Brand
The Laura Chenel logo. There is an illustration of a goat and a red stamp that reads, "Original chef's choice."
Laura Chenel

Laura Chenel crafts more than 40 award-winning goat cheese and goat milk products for commercial and home kitchens across the United States.

Gershoni reconnected Laura Chenel to its Sonoma roots, bringing a 40-year-old brand into the present so even its aged goat cheese looked fresh.
Laura Chenel's brand guidelines, including guidelines for packaging, messaging, color, and logo usage.
Laura Chenel

A favorite of Alice Waters, Laura Chenel helped popularize goat cheese in America.

After its sale to a family-owned French company specializing in boutique creameries, the brand needed to reconnect with its legacy of farm-to-table quality among restaurateurs and home cooks alike.

Overhead shot of a person assembling a bagel using Laura Chenel spreadable goat cheese.
Laura Chenel Case Study 0008 LC Lifestyle 2
Overhead shot of a person cutting a Laura Chenel goat cheese log into discs.
Laura Chenel

Gershoni reestablished the brand’s connections to its Sonoma roots, uplifting Waters’ role as an early brand champion as part of a repositioning as the original chef’s goat cheese.

With messaging that highlighted Laura Chenel’s versatility as fine dining fare and the star of a home-cooked recipe, we wove its signature blend of quality, consistency and taste through a flexible packaging system, a slate of fresh product and lifestyle photography and a website built to grow with the brand.

07 Laura Chenel Case Study iPad Mobile Alt Img
07 Laura Chenel Case Study iPad Video Poster
Four people prepare to sit down for a meal. Between them is a cheeseboard with goat cheese and figs.
Overhead shot of four people eating a meal of prosciutto, pizza, and Laura Chenel cheese.
Work

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