Les Fromagers de France (France’s cheesemongers) commissioned us to create an identity for their new “quality” charter. It’s a new quality label for cheesemongers wanting to showcase their knowledge and expertise and develop our cheese heritage by establishing themselves as local social and economic players, that have a regard for our environment, and that demand quality products and services. The application process takes about a year to complete and includes creating indicators and an audit. It’s something cheesemongers may choose to apply for on a personal level to obtain the recognition of their peers, producers, customers and the local community. We devised a number of communication tools that will be rolled out gradually as the programme is launched.