The Smelly Cheese Shop was founded in the Adelaide Central Market in 2001. Originally destined to sell cheeses that had been exclusive to customers of the markets, the brand entered a new chapter as the Smelly Cheese Co in June 2021.
Throughout our discovery session with owner Valerie, we questioned whether 'Smelly Cheese Shop' was too limiting considering the business's vast range of offerings. This led to the inception of the ‘Co’ and the major overhaul spanning several months.
Valerie described cheese as if it were like ‘looking through a window to another place, an interpretation of the terroir from somewhere else. We’ve embodied this analogy through the brand's new iconography.