Graphic Designer | Art Director: Jenydia Soto
Copywriter: Marlon Palmer
Client: Beecher's
About: Beecher's Handmade Cheese is an artisan cheesemaker with retail locations in the greater Seattle area and several airports. The company was founded by Kurt Beecher Dammeier in 2003 and opened in Pike Place Market. A second location was opened in 2011 Manhattan's Flatiron District. Unlike most artisan cheese makers, Beecher's mainly uses pasteurized milk and operates a high-volume modern production facility, with multiple farms supplying milk. When Beecher's encountered problems in guaranteeing the standard flavor of the milks they were using to make cheese, the company bought their own herds of dairy cattle and farms to ensure control of the cheese products from beginning to end.
Target Persona: Sarah Thompson
Age: 35 | Occupation: Marketing Manager | Location: Seattle, WA | Income: $85K/year
Lifestyle: Foodie who values quality, sustainability, and handcrafted products. Health-conscious but loves indulging in gourmet treats. Hobbies: Farmers' markets, cooking, wine & cheese pairings, food blogs, Instagramming meals. Shopping Habits: Shops at Whole Foods and co-ops; prioritizes small-batch, ethically sourced items; willing to pay for quality.
Pain Points: Dislikes mass-produced cheese and lack of transparency in production.
Motivations: Impress guests, support local artisans, and enjoy unique food experiences.
Marketing Focus: Highlight sustainability, artisanal craftsmanship, pairing guides, and storytelling through vibrant visuals and collaborations with food influencers.
Lifestyle: Foodie who values quality, sustainability, and handcrafted products. Health-conscious but loves indulging in gourmet treats. Hobbies: Farmers' markets, cooking, wine & cheese pairings, food blogs, Instagramming meals. Shopping Habits: Shops at Whole Foods and co-ops; prioritizes small-batch, ethically sourced items; willing to pay for quality.
Pain Points: Dislikes mass-produced cheese and lack of transparency in production.
Motivations: Impress guests, support local artisans, and enjoy unique food experiences.
Marketing Focus: Highlight sustainability, artisanal craftsmanship, pairing guides, and storytelling through vibrant visuals and collaborations with food influencers.
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