VANCOUVER—Golden Boy Foods got the golden touch from TAXI Vancouver recently when it underwent a rebranding.
Golden Boy is a wholesale supplier of peanut butter, dried fruit, rice and other food products to retailers. It was family-owned for 25 years before changing hands to Tricor Pacific Capital, according to TAXI, who was brought in to help Golden Boy "evolve from its formerly family-owned image and to help grow the company’s offering within its industry.
TAXI dove into the rebranding process head-first, "hairnets and all, to understand the internal culture [at Golden Boy] and determine how it changed," said Chris Zawada, senior designer. "We spent time learning about the psychology of colour as it pertains to food, nature, people and packaging. The grocery aisle is a place where competition is fierce and where food companies duke it out for shelf space and brand prominence."
The agency said the thinking behind the new identity was that "Golden Boy Foods delivers naturally good foods at a more affordable price" to retailers, which resulted in a new leafy logo and accompanying B2B-focused tagline that reads, "Naturally better for your business."
While Golden Boy’s foods often show up under private labels, "for the retailers who don’t have a private label, they can carry the Golden Boy brand as a budget conscious option," said Zawada. The consumer packaging does not include the B2B tagline.
The logo’s B2B tagline is set in the Kievit Book Italic font, while the packaging is adorned with the Trade Gothic Bold Condensed #20 font, noted Zawada.
The new identity rollout extends to stationery, signage, vehicles and a "packaging system that can easily by implemented internally by Golden Boy’s in-house design team" noted the agency.