Isigny Sainte-Mère
Evolving a French dairy brand
context
Isigny Sainte-Mère has a long and proud history, deeply rooted in the unique terroir of Normandy in Northern France. The dairies’ Normande cattle graze on unspoiled marshes and meadows, and the sea is but a kilometre away, filling the air with salty ocean spray and iodine. All of which contributes to the wonderful flavour of the milk – considered the ‘grand cru’ of the dairy world.
It has always maintained its commitment to the region, and the farmers are devoted to artisanal methods of producing dairy. The cooperative wanted the new export brand identity to communicate that passion to consumers in the USA and other markets who are not so familiar with the region and Isigny Sainte-Mère’s traditions.
journey
Bluemarlin with the team at Isigny Sainte-Mère worked to create a sympathetic brand to strengthen its position globally, including in the USA. To achieve that, our team looked to Isigny Sainte-Mère’s rich and unique history. Marthe, a unique brand icon since 1909, has been brought to the centre of the story once again, her role to express the care, attention and love that Isigny Sainte-Mère puts into all its cheeses, butters and creams. She and her trusty donkey provide the perfect connection between producer and consumer, wherever they are in the world, and convey a sense of timelessness and dedication.
illustration
Watercolour images of landscapes and products have been created to bring the story to life visually and communicate the Cooperative’s respect for land, terroir and craft, ensuring the message is universally understood. Taking this illustrative, exuberant and iconic route across the whole Isigny Sainte-Mère portfolio allows the story to be told in a way that’s immediately understandable the world over. The new teal shade hints at the sea and the land and instils a feeling of freshness.
the results
The new design honours its unique legacy with a progressive design refresh that expresses the very heart and soul of the farmer-owned Normandy cooperative. Isigny Sainte-Mère’s cheeses, creams and butters are now available in high-end retailers and independent speciality shops throughout the world. Andrew Eyles, CEO and Founder at bluemarlin, said: “It’s been a joy to delve into Isigny Sainte-Mère’s archive and bring its rich history and dedication to its craft to life. We’ve stayed true to the past and celebrated the terroir and craft – of such importance to the farmers and consumers. We are looking forward to seeing how this significant step strengthens consumer bonds with the brand globally.”
in the words of the client
“We want to make beautifully produced artisan products more accessible, and to help consumers identify and understand the brand, while expressing the quality of the product inside the box. People all over the world are developing a greater appreciation for authentic food that’s made with love and care and has a genuine provenance. This is real food, from a real place, made by real farmers, with real integrity. Our rebrand speaks to that evolution in consumer thinking all over the world.”
– Tom Rougereau, International Marketing Manager, Isigny Sainte-Mère –