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.