Iconic Laughing Cow Cheese Unveils New Look in Morocco Ahead of Centennial

Less than a year before the centenary (2021) of the famous icon of triangular portion cheeses, The Laughing Cow is changing its appearance 35 years later. The cheese is now in new packaging. As a modification, the animal leaves its triangle. The rolling green pastures have given way to a white background evocative of the dairy universe (herbs and a daisy).

However, the Jura cow retains its red color adopted since its creation in 1921 by the illustrator Benjamin Rabier. In order to carry out this change, the Bel group brand called on the expertise of the design and branding agency Team Créatif.

This new design is in line with a commercial policy aimed at globalizing this brand whose products are sold in 130 countries. "The brand had to assert its visibility and iconic character both where it has been known for a long time, such as in France or the Maghreb, and in conquest areas such as North America. It thus increases its firepower," says Benoit de Lavarène, CEO of Team Creatif, to Les Echos.

The new design is already present in about forty countries. Each country keeps its specificities on certain mentions. "The information highlighted brings the local touch," specifies Benoit de Lavarè. In Morocco, it is written on the packaging that the product contains iron, zinc, calcium and vitamins. In France, it is written on the new packaging "made in our Jura cheese dairies".