When Rodda’s (one of Cornwall’s oldest and most successful food brands) met Martin Gaylard (one of the UK’s finest cheese-makers) a great new idea was born. Simply to make Britain’s best soft cheeses, in Cornwall. Rodda’s took the sensible view that cheese and clotted cream should be kept separate in consumer’s minds and recruited Wolf Rock to create a new standalone brand for the new product. This needed to have provenance and authenticity by the spade — so we created the Curds & Croust name and brand platform based on a range of village characters, each one personifying a different cheese, allowing the range to grow. We then followed through with packaging, illustration, website, photography, and exhibition collateral. The disruptive brand idea has captured the imagination of customers and the media alike and the cheese has been a phenomenal success, with Curds & Croust named Supreme Champions at the 2018 Global Cheese Awards on top of numerous other accolades.