Gourmet Goat produce high-end dishes with kid goat as the core ingredient. Leaders in the growing popularity of kid goat meat in the UK, they decided to make the move from market traders into retail and needed a brand that would facilitate this. We were asked to deliver a “mischievous and bold statement”, much like the company name. The logo is a juxtaposition of sophistication & playfulness, with the monogram at it’s core. Once we’d arrived at the hidden goat symbol we were keen to explore its flexibility – as a mark of quality on packaging or more whimsically, for instance, on stationery.