Wisconsin makes the best cheese in the world, but consumer perceptions don’t match that reality. The general public sees Wisconsin as the land of cheeseheads and big cheddar, but in reality, 95% of the most innovative specialty cheese is from the state of Wisconsin. We set out to put the strong values of Wisconsin forward with an updated name and identity that would support Wisconsin in a way that was relevant and contemporary. At the same time, we wanted to stoke dairy farmer and staff pride by more confidently projecting the reality that Wisconsin produces the best cheeses on the planet. We developed an identity, badge, a website and content for Wisconsin Cheese that was built on the pride in place they call home.