Comprehensive Identity Programs




Judges Pick


Executive Creative Director

Dave Roberts

Creative Director

Tom Koukodimos

Senior Designers

Flavio Carvalho, Anna Sera Garcia


Oleg Portnoy


Pip Scowcroft, Laurent Abesdris


Ian Brignell


Ben Kwok


Rob Fiocca, Steve Krug


Jimmy Lee

Art Buyer/Producer

Emily Patterson

Print Production

M&H Graphics

Print Producer

Karla Ramirez

Graphic Artist

Johnlee Raine


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Sid Lee
Blue Goose

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A Cana­di­an organ­ic and nat­ur­al food com­pa­ny that spe­cial­izes in high qual­i­ty beef, chick­en, and fish. In 2013, it intro­duced itself to con­sumers through a new mis­sion and prod­uct mix.


In antic­i­pa­tion of its nation­al roll­out Blue Goose sought to over­haul the brand to improve its low aware­ness. Cana­di­ans, how­ev­er, are skep­ti­cal of brands in this cat­e­go­ry as mar­keters fre­quent­ly use mis­lead­ing imagery and buzz­words in their com­mu­ni­ca­tions. Blue Goose had noth­ing to hide. Our chal­lenge then was to define an evoca­tive brand pur­pose that would trans­late into a com­pelling visu­al iden­ti­ty; one that would leap off the shelf, spark con­sumer inter­est, and build trust in the brand.


Blue Goose under­stands that con­sumers care most about the per­son­al health ben­e­fits of organ­ic and nat­ur­al foods, so we made this truth vis­i­bly unde­ni­able. Our approach was designed to break con­ven­tions, con­nect­ing prod­uct prop­er­ties with tan­gi­ble health ben­e­fits in a sim­ple and visu­al way. Armed with the knowl­edge that Blue Goose is all about ver­ti­cal inte­gra­tion and com­plete trans­paren­cy all we did is get out of the way and let the ani­mals do the talk­ing. We used craft­ed por­traits as can­vas­es to reflect the ani­mals’ nat­ur­al envi­ron­ment and grow­ing conditions—creating a true visu­al rep­re­sen­ta­tion of the Blue Goose story. 

The Blue Goose rebrand project has been an absolute success and has provided our company with the tools we needed during a critical period of national expansion. Our objective at the outset was to build a brand platform that could encompass our three proteins of beef, chicken, and fish, and create an accompanying visual identity that could allow us to clearly stand-out in the marketplace, strike a relevant chord with consumers, and be true to our identity. The work from Sid Lee accomplished all the above, and has positioned us to build a strong company moving forward. — Jonathan Bonnell, Director Brand and Integrated Marketing at Blue Goose

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