The family business of GB Poultry contacted Kaizen Brand Evolution wanting to their refresh the identity of their well known brand. GB stands for Gregory Bell which is the family name of the business established since 1982 that has been passed down the generations. In their own words “GB Poultry Ltd is a family owned business based in Crossgar in the rolling countryside of County Down”. There are 7 Directors in the company, all from the Bell family who are personally involved and committed to the general day to day running and operating of the business. An EC Approved Cutting plant and are guided by DAERA (Department of Agriculture, Environment and Rural Affairs). Supplying a wide range of Whole Chicken, Flash Fried Chicken, Sauces, Cooked Chicken, Turkeys and other meat products. GB Poultry wanted to modernise their brand and bring it into the future as they are leading in their field of poultry in Ireland. Supplying to outlets such as Boojum, Pallas Foods and Henderson a refresh of brand is what they wanted to align with their customers aspirations.
One of the main USPs that GB Poultry wanted to bring across is that they are from Crossgar, a small village in County Down, we travelled down to their offices and were met by fields upon fields! They are very proud of where they come from therefore we have come up with the tagline ‘A Taste of Crossgar’ as an important part of narrative of their brand. This brings in the origin of the product and also links to the taste of which is also developed in Crossgar.
The previous logo consisted of a cooked chicken and a wreath, similar to your traditional styled butchers, our creative studio updated this with a modern rounded typeface which gives connotations of friendly and approachability. We created a custom vector illustration of a chicken to match the rounded typeface. We have selected the colour scheme of a dark grey and light blue palette which gives a refreshing difference from their usual red and green branding. We have used the colour separation of the blue and white two toned logo for the GB and the Poultry text.
When we travelled to Crossgar we noticed the beautiful landscape around it, we captured this by creating a custom illustration of fields with trees, tractors and chickens in it that can be rolled across their branding. We used textures and muted colour palette for this to utilise the brand and the modern logo, they bring across the farm aspect of the brand. GB Poultry have several products requiring packaging design, this includes sauces, flash fried chicken and cooked chicken which flavours they create themselves. The flash fried chicken products are readily available from most local shops, make sure you try them out. We have visualised up three different types of products, sauces, salt & chilli chicken goujons and breaded chicken burgers using three different colour schemes to define the different products. The packaging is a sticker on the products which sit on shelf with all of their competitors therefore the bright colours of blues will stand out. The brand roll out includes tone of voice, business stationery, packaging, vehicle graphics and signage.
We greatly enjoyed working with Bell family on their brand refresh for GB Poultry and we are looking forward to seeing the packaging roll out and the well known vans on the road.