You’re in the specialty cheese aisle, surrounded by packaging that all looks the same—white, elegant, and a little overwhelming. Then, something different catches your eye: a bold, colorful package with a little bird on it. It’s fresh, fun, and stands out from the crowd. That’s exactly what Alouette is counting on with their rebrand, and it’s already making waves.
But it’s not all about colorful packaging or a new slogan. Alouette has gone all in and rethought the way it connects with customers. It took its French roots and gave them a modern twist, creating a brand that feels fresh and approachable, just in time for the holidays!
Let’s break down how Alouette is making it happen and what other brands can take away from their bold transformation.
Standing out in a (very) crowded market
If you’ve ever walked down the specialty cheese aisle, you know it can feel like a high-stakes decision. Everything looks fancy, but it’s hard to know what’s actually worth buying. Alouette realized this was a problem, so they decided to do something no one else in their category was doing: they went bold.
Gone are the plain white boxes. Now, Alouette’s packaging is vibrant and colorful, with rich blues and greens that practically demand your attention. The design also highlights the cheese itself—think creamy spreads and perfectly garnished ramekins that make you want to throw a party just to show them off.
But it’s not just about looks. The new packaging makes their products feel fun and easy to enjoy, not stuffy or complicated.
Lesson for other brands: Don’t be afraid to break away from what everyone else is doing. Bold design choices that reflect your personality can make all the difference when it comes to grabbing attention.
Making cheese less intimidating
Specialty cheese can sometimes feel a little, well, fancy. Alouette knows that’s part of the charm, but they’ve also made a point to keep things approachable. Their cheeses are designed to be ready-to-serve, complete with garnishes that look beautiful right out of the package.
They also lean into messaging, positioning their products as complements to any occasion. It might be a quiet snack in front of the TV, but for a holiday gathering, the branding of Alouette says, “You got this”.
Lesson for other brands: Think about what might be holding your customers back. Is your product too hard to use, too confusing, or maybe a little intimidating? Position yourself as the easy choice that solves those problems.
Tapping into nostalgia with a modern edge
Alouette didn’t forget where they came from during this rebrand. The little bird from their name (which means “lark” in French) is now front and center on their packaging, paired with a catchy tagline and even a jingle inspired by the children’s song “Alouette.”
This nod to their heritage feels authentic, but the modern design and messaging keep it fresh. It’s the perfect blend of tradition and innovation—familiar enough to appeal to longtime fans but exciting enough to attract new ones.
Lesson for other brands: You don’t have to reinvent the wheel. Honor your brand’s history while finding ways to make it relevant for today’s audience.
Connecting with customers everywhere
Alouette didn’t just stop at the packaging. Their campaign is running across social media, digital platforms, connected TV, and in stores, making sure their message reaches shoppers wherever they are.
The ads are playful and perfectly timed for the holidays, with lines like “Log off… dig in” and “Less scrolling. More snacking.” It’s messaging that feels relatable, especially during a season when we all want to slow down and enjoy the moment.
Lesson for other brands: Don’t rely on just one platform to tell your story. A strong omnichannel strategy can help you connect with your audience no matter where they’re spending their time.
Why Alouette’s rebrand is a win
At its core, what Alouette’s rebranding is all about is understanding who their customers are. They wanted products that felt special, but not intimidating, and were high-quality yet still approachable. And it’s in leaning into bold design, playful messaging, and a focus on convenience that they’ve managed to hit all the right notes.
For brands and entrepreneurs, the takeaways are clear:
- Be bold: Don’t be afraid to stand out, especially in crowded markets.
- Solve a problem: Think about what’s stopping customers from choosing your product, and show them how you can help.
- Celebrate your roots: Use your brand’s history as a foundation, but don’t be afraid to modernize it.
- Reach your audience everywhere: A consistent message across multiple platforms can amplify your impact.
Bringing it all together
Alouette isn’t just selling cheese—they’re selling an experience. Its fresh look, approachable messaging, and smart campaign strategy made the idea of holiday entertaining seem effortless and fun.
In short, if a brand wants to truly leave an impact, then Alouette’s rebrand serves to prove that sometimes, what you need is a little shake-up. Be it packaging, leaning into the story of your brand, or meeting your customers where they are one of those can serve as the memory hook to make marketing stick.
And who knows? With the right marketing strategy, your product could be the next must-have at every holiday gathering.
FAQ’s
1. How can I make my brand stand out in a crowded market?
Focus on what makes you unique. Use bold, creative branding that grabs attention and reflects your identity in a way your audience will love.
2. How do I balance tradition with modern appeal?
Blend the old with the new. Stay true to your roots, but update your look or messaging to connect with today’s audience.
3. Why is an omnichannel strategy important?
Your audience is everywhere—online, in-store, on social media. A consistent message across all these platforms helps you stay top of mind and build trust.