Creative Directors: Adam Giles and Ian McLean
Designer: Sam Carroll
Location: London, UK
Project Type: Produced, Commercial Work
Client: Gourmet Goat
Packaging contents: Food
Packaging Materials: Box Board
Gourmet Goat is run by Nick and Nadia Stokes, who have been traders at Borough Market since 2014. They are leaders in the growing popularity of kid goat meat, putting their own contemporary spin on high end Eastern Mediterranean dishes with kid goat as the core ingredient.
Nick and Nadia recently decided to make the move into the retail sector, which is when they approached us. They needed a brand that would facilitate this move whilst reflecting their passion and position as the UK’s kid goat experts.
Our solution was to create a monogram that is a reflection of the company name– a juxtaposition of sophistication and playfulness. Once we’d arrived at the hidden goat symbol we were mindful to use an execution that wouldn’t become too irreverent and lose the authenticity of their offer.
Obvious cultural references were avoided, and instead cues were taken from the language of premium cuisine: an unexpected but refined palette of greys and an accent of orange. We also favoured typography-led packaging (using the Novecento type family) rather than focussing on imagery.
After an initial roll out of pie packaging we are now working on pastries, salami and jerky packaging. Gourmet Goat are also now opening a permanent shop within the market, and we’ll be assisting with signage and interiors for this in 2016.