Repositioning for International Growth
Singletons & Co.
With an undeniable pedigree of artisanal cheesemaking spanning over four generations, Singletons are built on a solid foundation of heritage, expertise and craftmanship. This foundation has provided a springboard for the company to develop in recent years into innovative blended cheeses, worldwide distribution of a wide portfolio of fine cheeses and bulk trade solutions to the food service industry.
This growth and evolution had created a complex product structure and some lack of clarity over the company’s fundamental identity and approach to market, largely driven by the split disciplines of craft cheesemaking and bulk distribution.
With ambitious and progressive plans to further grow the business internationally, it was clear the brand, its identity and narrative, and the product architecture needed some serious attention to support their business roadmap.
A series of immersive brand workshops and strategic sessions uncovered an opportunity to bring strength and authority to the Singletons story, grounded in the company’s rich heritage, deep sense of community and level of expertise, but to also incorporate the products, skills and services delivered across both disciplines of the business. A product mapping exercise also revealed that a complex product range could benefit from a clear sub-brand architecture.
A product mapping exercise also revealed that a complex product range could benefit from a clear sub-brand architecture.
Having almost immediate impact, the new brand, its story and the newly developed product ranges opened international doors that had previously remained closed.
Singletons now had a proposition that now truly reflected its skill, capabilities, authority and sense of community in an authentic and engaging way. With significant new listings imminent in not only the ‘Big 4’ retailers in the UK, but also international giants such as Costco, Wholefoods and Wegmans, the Singletons brand is finally in line with their ambitions.