Prima Cheese has always been about more than cheese. As a family-owned business with roots in the North East of England, the brand has grown by building long-standing relationships, both inside the business and with the customers who rely on it every day. The challenge was giving clear language to that reality and shaping a brand story that reflected how Prima actually operates.
In a category dominated by technical specifications and functional claims, Prima didn’t need to prove they could make good cheese. They needed to express who they are. A business made up of real people with real character, producing cheese that brings its own flavour, personality and presence to the dish. Cheese that is blended with intent, care and experience.
We began by listening. To the people inside Prima and to the chefs, wholesalers and food businesses they work alongside. What came through consistently was a sense of belonging. Prima was not seen as a distant supplier. It felt like part of the team. Someone you work with, grow with and trust to show up when it matters.
That insight led to a simple, ownable idea. Be part of the mix.
The idea works on every level. Prima makes cheese blends. They blend people, skills and experience inside the business. And they become part of the mix in their customers’ kitchens, menus and ambitions. It positions Prima as a partner rather than a processor, and invites others to feel included rather than sold to.
From here, the brand story shifted. Character was no longer something abstract. It lived in the people behind the product and in the flavour, melt and performance of the cheese itself. The warmth of a family business showed up in the way Prima works with customers, while the character of the cheese showed up on the plate, in dishes designed to be remembered.
Consistency still matters, but it plays a supporting role. It is what allows that character to shine through every time. The same flavour. The same performance. The same confidence for the people using it.
The result was a brand that feels human, confident and inclusive. One that celebrates collaboration, craft and personality without losing credibility or scale. Prima Cheese became a brand that people don’t just buy from, but belong with.
Because when you work with Prima, you’re not just choosing an ingredient.
You’re choosing to be part of the mix.
