Team Créatif

MAKE ‘EM LAUGH

Challenge : Give a globally recognized icon greater freedom of expression without losing the distinctive assets that built its recognition.

Group and Company : The Laughing Cow is recognized in over 130 markets. It is described as an icon with a smile known around the world.

Potential : For decades, the brand identity had been anchored within a rigid triangular structure. While instantly recognizable, this frame increasingly constrained the brand’s expression across formats, categories and markets. The challenge was not to reinvent the icon, but to free it.

Before/after of The Laughing Cow box: the green landscape gives way to a white background and 'L'Original since 1921'
Before/after of The Laughing Cow box: the green landscape gives way to a white background and 'L'Original since 1921'
New The Laughing Cow logo: redrawn red cow head, free from its triangle

Creative Solution

LIBERATING THE ICON

The icon was redrawn with greater precision, preserving its unmistakable red presence while removing the triangular frame that had historically enclosed it. The surrounding landscape disappeared, replaced by a clean white field. White reconnects the brand directly to the dairy universe while creating a neutral stage for future extensions and stronger shelf visibility.

STRUCTURE FOR THE SHELF

Around this simplified center, Team Créatif developed a packaging architecture designed for retail reality. A disciplined color system clarifies product variants, improving navigation across the range. The box edge was reinforced with distinctive blue and white striping and an enlarged character cue, ensuring stronger recognition even in crowded dairy aisles.
Three boxes from the new global system: Arabic La Vache qui rit, US The Laughing Cow and French La Vache qui rit

A SYSTEM THAT TRAVELS

The resulting identity operates as a coherent global system rather than a collection of local adaptations, allowing a clear visual structure to travel consistently across markets while accommodating precise local information.
Open The Laughing Cow box and an unwrapped triangular cheese portion

A SYSTEM THAT TRAVELS

The resulting identity operates as a coherent global system rather than a collection of local adaptations, allowing a clear visual structure to travel consistently across markets while accommodating precise local information.

RESULTS

STRENGTH IN SIMPLICITY

Through strategic simplification and disciplined design, the brand regained clarity and expressive freedom. The new system strengthens recognition, improves shelf performance and equips the brand for durable growth across international markets.
The Laughing Cow & Go! snack range (Original, Cheddar, Chili) with breadsticks

RESULTS

STRENGTH IN SIMPLICITY

Through strategic simplification and disciplined design, the brand regained clarity and expressive freedom. The new system strengthens recognition, improves shelf performance and equips the brand for durable growth across international markets.