Brand Design
Géramont Frisch & Pur

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Géramont Frisch & Pur – brings indulgence to the cream cheese aisle

Starting point

For nearly 30 years, we have managed the Géramont brand, the number 1 in the cheese aisle. The Géramont brand family grows year after year through innovation.

Challenge

How do you position a soft cheese classic in the cream cheese aisle alongside budget private labels and the market leader Philadelphia? It required a brand stretch in harmony with the values of Géramont and its unmistakable character: esprit, lightness, and French indulgence.

Our role

For the launch of a cream cheese range under the Géramont umbrella brand, we developed a design concept that leverages the brand power of the umbrella brand. Design codes of the cream cheese category were carefully integrated into the world of French indulgence.

Solution

  • Careful brand extension: Integration into the existing brand world of Géramont
  • A packaging design that implements the French Géramont DNA in a contemporary way.
  • Product presentation: “Frisch & Pur” stands for naturalness and carefree French indulgence.
  • Emotional added value: French esprit and the brand color red send emotional signals in the otherwise rather functional, blue cream cheese category.

Success

  • A new impulse in the cream cheese aisle: Géramont Frisch & Pur successfully expands the range for the cream cheese target group.
  • Brand coherence: The umbrella brand remains consistent and gains relevance in an additional category.
  • Strengthening market leadership: Géramont shows that market leaders remain innovative with lightness and esprit.

Conclusion

With the launch of Géramont Frisch & Pur in September 2025, the cream cheese aisle is enriched by a facet of French indulgence. This brand strategy and design case demonstrates how to evolve a brand with tradition, create new impulses, and strengthen the umbrella brand at the same time. C’est bon.

Case highlights:

Orientation

1. Stock-Take

It all starts with a precise analysis: where does the brand stand today? What messages is it sending—and do they actually land with the intended audiences? We make visible whether external perception matches internal intention.

2. Exposing Communication Gaps

SENSUS reveals where communication between brand and consumer breaks down. Which signs, codes or messages are missing their mark? Where do misunderstandings or misinterpretations arise?

3. Cross-Channel Perspective

We examine the brand across all relevant channels—digital, analogue and direct contact—ensuring messages are consistent throughout.

4. Collaborative Approach

Our approach is cooperative: we don't impose solutions, but work together with all relevant stakeholders. By involving everyone, we create shared understanding and broad acceptance of results—driving change processes that are supported by all.

5. Foundation for Development

The outcome is a clear, holistic picture of the status quo. On this basis, strategic decisions can be made and brands developed with purpose—with clarity, commitment and clear direction.