Opinions on corporate and brand identity work.

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New Logo, Identity, and Packaging for Blue Goose Pure Foods by Sid Lee

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Two Fridays ago I featured Blue Goose Pure Foods on Friday Likes to a great response. We chose to include it in our UC.Quarterly publication (coming out next week, btw) and after reviewing files from Sid Lee we were even more impressed by the range of the work and the great detail of the illustrations so I decided to give Blue Goose an encore review.

Established in 1992 and originally named Blue Goose Cattle Company in Vancouver, Blue Goose Pure Foods — which doesn’t focus on cattle alone anymore and dropped the descriptor in 2012 — provides meat, poultry, and fish products for the food industry and as consumer packaged goods focusing on properly treated and fed animals. The new identity and packaging, as noted above, was designed by Sid Lee with illustrations by Ben Kwok.

New Logo, Identity, and Packaging for Blue Goose Pure Foods by Sid Lee
Different logo uses.
New Logo, Identity, and Packaging for Blue Goose Pure Foods by Sid Lee
Identity elements.
New Logo, Identity, and Packaging for Blue Goose Pure Foods by Sid Lee
Statements.

I had originally referred to the logo as “umbilical-cord-ish” in the heat of the moment — by heat of the moment I mean completely normal circumstances — and it’s still the metaphor that I perceive, which could extend nicely into it being a place of nurture. As a monogram, it’s a nice stand-alone visual and works best when paired around all the pretty typographic treatments, starting with the main “Blue Goose” wordmark that has a nice bounce to it with the curved bottom right corners.

New Logo, Identity, and Packaging for Blue Goose Pure Foods by Sid Lee
New Logo, Identity, and Packaging for Blue Goose Pure Foods by Sid Lee
Chicken illustrations.
New Logo, Identity, and Packaging for Blue Goose Pure Foods by Sid Lee
Cow illustration.
New Logo, Identity, and Packaging for Blue Goose Pure Foods by Sid Lee
New Logo, Identity, and Packaging for Blue Goose Pure Foods by Sid Lee
Fish illustrations.

The illustrations are what make this identity cluck. I mean click. The detail and serene scenes depicted clearly establish Blue Goose as a source of highly crafted products. My only complaint would be that a couple of the chickens have a slightly sad-scared look in their eyes, as if they know their future is the form of a nugget. Still: amazing illustrations.

New Logo, Identity, and Packaging for Blue Goose Pure Foods by Sid Lee
Beef packaging.
New Logo, Identity, and Packaging for Blue Goose Pure Foods by Sid Lee
Chicken packaging.
New Logo, Identity, and Packaging for Blue Goose Pure Foods by Sid Lee
Whole-y chicken packaging.
New Logo, Identity, and Packaging for Blue Goose Pure Foods by Sid Lee
Nugget packaging.
New Logo, Identity, and Packaging for Blue Goose Pure Foods by Sid Lee
Trout packaging.
New Logo, Identity, and Packaging for Blue Goose Pure Foods by Sid Lee
Sausage packaging.
New Logo, Identity, and Packaging for Blue Goose Pure Foods by Sid Lee
New Logo, Identity, and Packaging for Blue Goose Pure Foods by Sid Lee
Ads.

In the packaging the elements come together without much fuzz. Just one thing at a time: Blue Goose wordmark, illustration, descriptor, JUICY PRODUCT. Over and over. The decision to use a dark blue background on all the different materials makes everything feel like a luxury product. Overall, a joyful identity and package system to see.

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