Bothwell Cheese

It’s a recurring pattern in identity work: clients come in asking for one thing, only to realize they need something more foundational. When Bothwell Cheese approached us in 2003, the ask was packaging for a growing product line—not a new logo. But with nearly 70 years of history and a widely recognized name, it became clear that a unified identity would be critical to supporting that growth.

An audit revealed a consistent visual thread: the elongated hexagon that had framed the word “Bothwell” across various materials over the years. It showed up often enough—and consistently enough—to signal equity. That shape became the cornerstone of the new identity.

From there, the project returned to its packaging roots. I explored a range of visual directions that referenced Bothwell’s heritage, each guiding a different typographic expression within the hexagon. The client’s chosen packaging direction ultimately shaped the final logo—an identity built around clarity, confidence, and continuity.

What began as a packaging brief became a more cohesive identity. Since then, Bothwell has expanded its line, grown distribution, and extended the brand across physical stores, fleet vehicles, and more—proving the value of getting the foundation right.