Building a distinctive brand of cheeses for the Israeli market. At the beginning of the process, the Israeli dairy market was divided between 3 major players, which left competition almost no chance to play in the same field. The Gad dairy needed to strategically differentiate itself from the big dairies by focusing on a niche and finding a toehold in the market. Gad dairy focused on special cheeses, with a promise of exciting new tastes with a homemade touch. In creating the brand image, we put the father and founder of the dairy in the spotlight, building the brand as a love story with quality cheese products. The figure of Grandfather Ezra became the brand image, and combined with a minimalist color palette became immediately recognized on the shelves.