#United States #Cello Cheese #Schuman Cheese #Fairfield #Specialty Cheese

Cello Cheese Launches Exciting New Brand Identity

Cello Cheese, renowned for its European-inspired specialty cheeses, has recently unveiled a refreshing new brand identity that aims to redefine the shopping experience in the specialty cheese aisle. This brand refresh marks a significant investment not only in their image but also in the future of the specialty cheese category itself. With new packaging designs, an evolved brand voice, and a focus on accessibility, Cello is dedicated to reinforcing the quality and authenticity that has defined its brand for decades.

The essence of Cello’s new branding centers around the belief that the joy of sharing something truly exceptional at the dining table is paramount. Whether it’s a casual weeknight dinner, an unexpected get-together with friends, or a moment of indulgence, Cello strives to enhance these everyday occasions with its exceptional cheese, crafted without compromise.

Allison Schuman, CEO of Schuman Cheese, expressed excitement about this new chapter for Cello. "Our new look reflects who we've always been—a brand committed to making exceptional cheese the right way," she stated. This new brand identity helps shoppers connect with the dedication, quality, and craftsmanship behind every Cello product.

Historically, Cello has drawn inspiration from traditional Italian cheesemaking practices, spending decades perfecting premium cheeses through time-honored methods. Notably, they are the only American cheesemakers producing Hard Italian-inspired cheeses using copper kettles, including their signature Copper Kettle Parmesan. With milk sourced from local family farms and aged meticulously to develop rich flavors, Cello's offerings are remarkable for their quality and authenticity.

The refreshed branding not only emphasizes these unique qualities but is also visually striking. The packaging incorporates elements inspired by Italian Art Deco design, which is characterized by bold geometric shapes and refined craftsmanship, resulting in a look that is both classic and contemporary. This approach aims to resonate with today’s specialty cheese consumer, making Cello's products immediately recognizable and approachable on retail shelves.

The timing of this brand revitalization coincides with a period of growth and recognition for Cello. It has received multiple awards for its outstanding cheese quality, including top honors at the 2023 U.S. Championship Cheese Contest and the 2022 World Championship Cheese Contest. Cello has also earned a third-place finish for Parmesan at the 2025 competition.

Furthermore, the new brand platform is strategically designed to foster category growth by encouraging consumers to prioritize brand loyalty over category-first shopping. Cello’s extensive product portfolio, which includes Parmesan, Romano, Asiago, Fontina, Copper Kettle cheeses, Mascarpone, and specialty flights, ensures that it can cater to a variety of consumer occasions and tastes.

Allison Schuman added, "Our commitment to quality has never changed. What’s changing is how we communicate that story. This new identity reflects the warmth, authenticity, and craftsmanship that have always been central to Cello while inviting a new generation of consumers to discover what sets our cheeses apart."

Consumers can look forward to seeing the refreshed branding and packaging make its debut at this year's Summer Fancy Food Show in New York City. For those interested in learning more about Cello and Schuman Cheese's offerings, additional information can be found on their respective websites: www.schumancheese.com and www.cellocheese.com.

About Schuman Cheese

Founded in 1945 in New York, Schuman Cheese has established a legacy of cheesemaking excellence over four generations. The company prides itself on integrity and longstanding relationships with partners worldwide, showcasing a commitment to quality through its premium cheeses. Their cheese production now takes place at Lake Country Dairy in Turtle Lake, Wisconsin, while maintaining a robust import business as the leading importer of hard Italian cheeses in the U.S.

About Cello

Cello is recognized as a leader in the specialty cheese arena, crafting a range from traditional favorites like Parmesan and Asiago to unique offerings like flavored hand-rubbed Fontina and specialty cheese flights. By utilizing traditional copper kettle methods, Cello crafts premium cheeses that have ensured its esteemed reputation in the cheese industry.