With the help of Sid Lee, B.C.-based Blue Goose is taking its brand national on May 15, with pick-up in B.C. Whole Foods, as well as 100 Sobeys and 80 Loblaws across the country. Contrary to its name, the brand carries neither geese nor blue products. Rather, it’s certified organic and natural meats, which include fresh chicken, beef and fish, as well as packaged chicken wings, chicken sausage and chicken fingers.

The line was originally launched in 1993 by Doug Sinclair from a hobby farm (and is named for the white geese – known as blue geese – who winter on the farm), and grew across B.C., carried at local shops and a few Whole Foods grocers.

Sid Lee created the mass-market brand identity who sketched cows, chickens and fish onto the packaging. Within each animal is a detailed representation of its natural habitat, says Sonia Klinger, communication manager, Blue Goose.

“It’s representative of the land they grow in,” she says, adding they also wanted to convey the care that goes into rearing these animals. “It’s all about pride and craftsmanship in production.”

Blue Goose will, at first, rely almost exclusively on its packaging to sell itself, promoting its ethical treatment of animals and slogan “Take care, eat well” to its target demo of shoppers in their mid-20s to mid-40s (with a skew towards mothers).

Because this is the brand’s soft launch, there won’t be any mass market advertising or heavy in-store push, beyond the roll-out of permanent signage and stands, she says, though it will be working with chef Michael Sullivan, from Toronto’s Victor Restaurant, to create recipes that will be dished out in a pop-up truck across Toronto. More traditional mass and in-store messaging will roll out at a future date, though Klinger says there are no details in place yet.