Liberty Lane, owned by the leading French dairy company Savencia Fromage & Dairy, is a new American cream cheese brand. Liberty Lane launched in the Asia Pacific market, based on a heritage cream cheese recipe perfect for baking New York style cheesecake.
Savencia tasked Labbrand, the leading China-originated global brand consultancy, with crafting an alphabetic name to highlight this new cream cheese brand’s rich traditional recipe and real American flavor.
“Liberty” is a tribute to America’s central value of freedom and recalls famous landmarks such as the Statue of Liberty and the Liberty Bell. This calls to the brand’s heritage of being proudly American, with a recipe dating back to 1935.
Together with the word ‘Lane’, the catchy repetition of ‘L’ helps consumers remember the brand and its approachable, down-to-earth personality.
The final name “Liberty Lane” delivers on the brand’s promise to offer consumers the classic taste of America, made with Grade A milk and cream and free of growth hormones.
In early July 2019, in the witness of food lovers and professionals, the new cream cheese Liberty Lane officially launched with events in China and Korea. The events were awash with cream cheese delicacies made more delicious thanks to the cheese’s soft texture and fresh taste.
Liberty Lane is an iconic brand for bakers who want to achieve the classic flavor of American cheesecake. The brand paints the picture of a small road in the American countryside, where the freshest cheese imaginable is made by hand.
Labbrand Senior Consultant, Verbal Identity
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