Blue Goose is a Canadian based organic and natural food company that specializes in high quality beef, chicken and fish from well-raised animals. Blue Goose owns and raises its own animals across land and water that stretches from BC to the plains of Manitoulin Island, Ontario. They are the only company in Canada to truly practice “vertical integration” in their cattle operations (from the minute the animal is born, to the feed, to the time it reaches your grocery store, Blue Goose controls and owns each step in the process).
The inspiration for this packaging design came from visiting a Blue Goose farm in British Columbia; seeing the land, the environment, and how well the animals were being treated. It is a truly unique product offering, and therefore needed a distinctive way of telling that story on the packaging.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Visually, the need to embed the brand’s story in all aspects of its design inspired the use of hand-drawn illustrations on all consumer touch points. The cow, chicken, and fish serve as the focal point on the packaging. The animals themselves tell the Blue Goose story, and provide a rich and detailed representation of their natural environment, and the conditions they were raised in.
The soft and stylized design approach conveyed the care that Blue Goose provides when rearing its animals and brought the new brand promise to life in a unique manner. The design conveyed Blue Goose’s premium and artisanal positioning, but did not construe the brand as stuffy or extravagant. The choice of blue separated the brand from competing marques, as it is a colour not traditionally associated with food, and served to beautifully juxtapose the healthy pink colour of the meat.
OPERATION / FLOW / INTERACTION:
PROJECT DURATION AND LOCATION:
June 2013, nationally in Canada.
FITS BEST INTO CATEGORY:
PRODUCTION / REALIZATION TECHNOLOGY:
SPECIFICATIONS / TECHNICAL PROPERTIES:
Organic, Natural, Prepared Food, Packaging, Food,
TEAM MEMBERS (16) :
Dave Roberts, Tom Koukodimos, Flavio Carvalho, Anna Sera Garcia, Oleg Portnoy, Emily Patterson, Pip Scowcroft, Laurent Abesdris, Ryan Spelliscy, Ben Kwok, Emily Patterson, Karla Ramirez, Johnlee Raine, Eve Remillard-Larose, Gabriel Sit and Jonathan Bonnell
SID LEE, 2013.