Cru du Nord: local craftsmanship with an authentic brand identity
Cru du Nord brings traditional cheeses with a contemporary twist. Their cheese is entirely artisanal, stirred by hand and matured with care. Every single ingredient, from Jersey milk sourced in De Haan to seaweed from the North Sea, contributes to a rich taste and strong regional link. But how does a new brand compete in a market dominated by the big French household names?
Challenge
The client wanted to launch Cru du Nord as a brand that truly stands for craftsmanship and authenticity. In a saturated market full of established players, they needed to differentiate themselves with their own story:
- the artisanal production method as a key strength,
- the use of raw milk as a unique characteristic,
- a clear link with the northern landscape and the sea.
Their question to us: how do we build a brand that radiates quality and tradition, but is still fresh and contemporary enough to stand out?
Our approach
Analysis & positioning
We began with an in-depth competitor analysis. This showed that many cheese brands claim the “artisanal” label, but only a handful truly live up to it. That insight became the foundation for Cru du Nord’s positioning: authentic, artisanal, and raw-milk.
Naming & brand Story
We created the name Cru du Nord. The choice of “cru” refers both to the raw, unpolished essence of the North and to the cheese rind, while “du Nord” connects the brand to the North Sea. The result: a brand name that immediately conveys the essence of the product.
Branding & visual Style
We developed a young and fresh brand identity that contrasts with the classical connotation of the name. A contemporary pattern was designed as the basis for the packaging and to create recognition across different applications.
Activatie & introductie
To introduce Cru du Nord to cheese specialty shops and Michelin-starred restaurants, we organized a small-scale photoshoot. The resulting visuals were used in a stylish brochure that made their craftsmanship and quality tangible.
Results
The combination of strong positioning and distinctive branding quickly bore fruit:
- The name and visual style were well received by both test audiences and cheese shops
- Cru du Nord secured its place as a Belgian cheesemaker proudly upholding the raw-milk tradition
- The brand conveys craftsmanship while feeling modern and fresh
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Recognition through the “Certified Local Belgian Product” label and 100% West-Flemish regional product
Today, Cru du Nord is known for cheeses crafted with centuries-old recipes, manual labor, and love for the region. Each piece of cheese embodies the northern landscape: the polders, the North Sea, and artisanal tradition.
Our takeaways
This case shows how a brand can claim its place in a saturated market through clear positioning and a consistent corporate identity. Not by shouting the loudest, but by using authentic stories and visual choices that align. For us, it confirms that tradition and innovation can go hand in hand — even in a sector where competition is fierce.
