Aesop, the brand story telling agency which launched in May this year, has created the brand story, identity and packaging for a new range of cheese created by Alex James.
The identity portrays James as a cheese luminary not the bassist from Blur and the identity simply subverts his initials 'AJ' into a triangular slice of cheese and a cheese knife in a stylish way.
The branding "Alex James Presents" appears as if it's etched on the 'J' knife and this is supported by a silver and stilton blue colour palette, intended to cut through the generic cheese category, which is arguably awash with blocks of parchment, primary colours and cheese cliches.
"The brand design uses the 'A' of AJ to become a window to the product and the 'J' becomes the knife," said Martin Grimer, Executive Creative Director of Aesop.
"This is supported by fluorescent colour descriptors and engaging copy (much of which came from the man himself). All in all, it delivers a modern category- breaking design that supports Alex's innovative range of cheese products."