French inspired cheese from Gippsland.
In a category dominated by safe, supermarket-friendly designs, Gippsland Cheese needed a way to elevate Le Champ a luxurious, organic washed-rind brie range—without losing its local provenance. The brief: build a brand that invites cheese lovers into a slower, more romantic world, while still holding its own on a premium deli shelf.
Client
Gippsland Cheese
Capabilities
Brand Identity
Art Direction
Packaging
The Opportunity
Gippsland’s lush farmland and growing commitment to traditional, organic methods mirrored the artisanal spirit of the French countryside. This gave us an opportunity to create something that felt transportive—a label that whispers of long lunches in Provence, rustic cheeseboards, and a brief escape from the everyday.
The Idea
We leant into the romance of the French provincial; fromageries, cafés, cobbled villages, whimsical illustrations and pastoral stillness, to design an identity that captures the nostalgic beauty of ‘getting away’. The name Le Champ (“The Field”) became our north star: fields of France, creamy cheeses nestled in wicker baskets, and the pleasure of eating delicious cheese. The labels feature "notebook doodles", illustrations that feel like they were lifted from an artist's sketchbook and colour palettes that are sun-washed and timeworn—evoking heritage without fussiness.
The Outcome
The result is a premium, emotionally resonant brand that instantly transports the buyer. Le Champ now looks as indulgent and handcrafted as it tastes. Holding its own alongside imported French cheeses while celebrating its local roots. On shelf, it draws the eye; in the hand, it feels like a souvenir from a fromagerie far away.
It’s important for us to acknowledge and recognise that where we live, work and play is on the lands of the Wurundjeri people of the Kulin Nation. We respect and honour Elders, past, present and future, and acknowledge their Native Title rights to Country, which holds the stories, traditions and living culture of Wurundjeri people.
