Blue Goose (Product Packaging) by SID LEE
2013 - 2014, Platinum A' Packaging Design Award Winner
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.
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.
Design Challenges
SID LEE did not encounter any design challenges while designing the award winning Blue Goose Product Packaging.
Production Technology
From an engineering point of view, the Blue Goose Product Packaging by SID LEE is a good example of a highly-developed project.
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