Blue Goose by Sid Lee

---

CLIENT

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.

---

BRIEF

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.

---

APPROACH

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