A rebrand is to modern-day companies what the Italian Renaissance was to culture. It reinvigorates a brand to the point where consumers can’t help but be captivated. I spoke with Parker Salomone of Parmela Creamery to learn how the plant-based cheese company’s latest rebrand accelerates retail differentiation.
“Through rebranding, we re-upped our commitment to our customers: to deliver the highest quality in aged and cultured cheese in the plant-based medium,” the Chief Marketing Officer began. “There are many ways we represent that. One of the main ways we do so is through our package. The package has been loved by all parties, from retail executives all the way to the customer. I think that's because it drives home a claim that no other plant-based cheesemaker can make. We are truly committed to authenticity. In our pursuit of authenticity, we have crafted cheese with the most meltability and best texture, but more importantly, we've crafted the cheese with the best flavor.”
The packaging emphasizes this pursuit of authenticity in many ways, with the design honing in on a style Parmela calls "perfectly imperfect."
“For too long, plant-based cheese has been cookie cutter, factory-made plastic,” Parker remarked. “We're different. Our package also has a wide window, allowing for more transparency—literally. We're proud of our product, and we love to show it off. Above the window is the flavor tag. We know that customers select by flavor, so we've emphasized that part of our design. In the past, plant-based cheeses have all tasted the same regardless of flavor. Now, the flavor tag has real meaning. Our package is representative of the high-quality cheese found inside.”
Alongside its rebrand, Parmela Creamery introduced its Batch 36 formulation—and a new product line—to further drive innovation in the sector.
“Batch 36 is special to us. We call it ‘aging and culturing perfected,’ and we revere the cheesemakers that have brought us here. With Batch 36, we've studied their methods and adapted them to the plant-based medium. Our new product line features varied aging periods, which shows how varied the different flavors are. For instance, our Sharp Cheddar, aged 60 days, is very complex, whereas our Mozzarella is mellower and creamier, since it's fresh cultured. Our Creamy American will bring you back to your childhood grilled cheese,” Parker explained. “For 3200 years, cheese has been evolving and perfected. We've created the next evolution in authentic cheesemaking.”
Having mastered culturing and aging on top of being plant-based, Parmela Creamery is a fundamentally different plant-based brand—and one that retailers should be mindful of.
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