Bord Bia: Campaign Identity Promoting Irish Pork in Globally
- Market Audit
- Design Strategy
- Visual Identity Design
- Illustration Design
- Art Direction
Bord Bia is the Semi-State Agency responsible for the promotion of Irish Food, Drink and Horticulture. Their role is to drive commercial success of the Irish food and drink industry. In 2021, they asked us to help them realise their strategic business objectives through the creation of a distinctive visual identity and creative platform for a marketing campaign promoting Irish Pork in overseas markets which included China, Vietnam, South Korea, The Philippines and Mexico. Bord Bia wished to engage audiences both rationally and emotionally and communicate Ireland’s strengths over other source countries for similar products.
The primary design challenge was to capture the essence of Ireland through the core visual elements of the visual identity – namely – the logo, the colour palette, the imagery and the illustration style. Another key challenge related to the requirement for the campaign to be rolled out in many international markets. This required the symbolism and language to be universally understood and recognised.
The basis of the design solution was a lush green colour palette which denoted the beautiful green landscape of Ireland. This was combined with a graphic motif created from soft sweeping curves which is a subtle nod to the hills and meadows of this unique landscape. The addition of emotive photography helps create a connection with the audience and tells a story of a country that cares deeply about its farming and agriculture tradition. The visual identity is topped off with a simple logo – a seal of quality – which contains the campaign name ‘Pork from Ireland’.