Cœur de Lion: Elevating a French Cheese Icon with Lonsdale

Cœur de Lion, a leading brand of soft cheeses in France, partnered with Lonsdale, a branding and design agency, to revitalize its identity. The goal: to reconnect with its roots, celebrate its Norman heritage, and elevate its emotional appeal to consumers. Traditionally, the soft cheese market has been driven by functional benefits, but Cœur de Lion decided to differentiate itself by introducing a new identity that resonates on a deeper emotional level with consumers. The brand sought to reposition itself around emotion, passion, and pride, firmly rooted in its Norman origins. Lonsdale approached this challenge by redefining Cœur de Lion’s visual identity, starting with the logo, typography, and overall brand symbolism. The updated logo reflects a more modern and sophisticated design, whil