bluemarlin evolves Normandy dairy brand for global audiences

Iconic French dairy Isigny Sainte-Mère has been given a fresh new identity to heighten brand awareness in overseas markets. The Normandy-based farmer-run cooperative worked with global agency bluemarlin to update its story, packaging identity and communication strategy to appeal to audiences wherever they are in the world.

Isigny Sainte-Mère has a long and proud history, deeply rooted in the unique terroir of Normandy in Northern France. The dairy’s Normande cattle graze on marshes and meadows, and the sea is just a kilometre away. All of which contributes to the wonderful flavour of the milk – considered the ‘grand cru’ of the dairy world.

Isigny Sainte-Mère has always maintained its commitment to the region, its history and the traditional ways of producing dairy, so it was imperative the new design respected that legacy – especially to consumers who are not so familiar with the region and Isigny Sainte-Mère’s traditions.

Keeping it real

The bluemarlin team visited Normandy to become fully immersed in the extensive archives at the dairy: photographs of multigenerational farmers, meticulous records of every iteration of the brand over a hundred years or more.

Andrew Eyles, CEO and Founder at bluemarlin, said: “As love of product, legacy and location are everything to Isigny Sainte-Mère, it was so important for us to go in deep. We were able to learn about the brand’s progression, where it had triumphed – or gone a little off track.”

Some of the brand’s key assets had been downplayed over time and the brand story had been muted. bluemarlin wanted to bring those unique qualities back to life and convey the legacy and integrity of Isigny Sainte-Mère to modern consumers looking for authentic, natural produce.

Tom Rougereau, Marketing Manager at Isigny Sainte-Mère, said: “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.

“People all over the world are developing a greater appreciation for real food, from real places, made by real farmers, with real integrity. Our rebrand speaks to that evolution in consumer thinking.”

Taking iconic assets on a journey

The team looked to Isigny Sainte-Mère’s rich and unique history. Marthe the milkmaid and her trusty donkey – brand icons since 1909 – have been refreshed and are now central to the story once again, but with a more streamlined look and feel. In recent years, Marthe had been overlooked in favour of ubiquitous bucolic scenes. In her refreshed role, she expresses the care, attention and love that Isigny Sainte-Mère puts into all its cheeses, butters and creams.

bluemarlin introduced a new teal master-brand colour to capture the coastal terroir and the proximity to the sea, where the herds graze. It provides standout in a busy category and unites the whole Isigny Sainte-Mère range. Subtle watercolour images of products and scenery, created in-house at bluemarlin, reflect Normandy itself, and speak of the waterways, meadows and marshes of the region.

Creating brand clarity

The brand had become somewhat disjointed over time, stemming primarily from the multiple font styles and busy visual and copy perspective. A big part of bluemarlin’s task was to introduce a sense of calm more in keeping with the brand’s ethos. On-pack copy was significantly pared back, and a more curated font portfolio introduced. Neato Serif, Axis Extra Bold and Gotham Medium now do all the work and offer consistency across the range.

Building brand advocates

Andrew Eyles said: “The packaging needed to attract trial and deliver an authentic and unique Normandy experience in the heart and mind.

“There’s a worldwide desire for authentic, natural products that have been made with care. Our collaboration with Isigny Sainte-Mère fulfils the brand’s ambitions, given the highly competitive nature of the category and the growing curiosity of customers to experience and learn more.”

Isigny Sainte-Mère’s cheeses, creams and butters are available in high-end retailers and independent speciality shops throughout the world.

Source: bluemarlin

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