The cheese is wrapped in white paper, and when unwrapped looks like the top of the chef hat.
Using cheeky illustrations of stereotypical french chefs, boursin now embraces it’s French heritage in the redesign.
Each chef has a different character, and different names- Jean-Phillipe, Jaques and Pierre. They each think their ‘flavour’ of boursin is the best. This is a playful way to deal with the brand and flavours. The copy on back of pack is dialogue from the chef ‘boasting’ about why his flavour is superior.
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