Love Irish Food has been billed as one of the biggest promotional campaigns of the autumn. More than 30 of the Irish food sector’s major players, including Tayto, Ballygowan, Batchelors, and Barry’s Tea, have come together to in an attempt to boost sales. In the coming months, these brands will begin to carry the “Love Irish Food” logo on their products.
Chairman Jim Power said the logo gives “an absolute assurance to consumers that the brand carrying this symbol is above all else, a truly Irish brand with the hallmarks of quality, heritage and values synonymous with trusted Irish brands”.
Brands can only carry the logo if at least 80 per cent of the product’s manufacturing process takes place in Ireland and if ingredients are sourced locally where possible.
In a survey of some 400 people (mentioned here), 72% said they bought or tended to buy what they knew to be Irish brands, so the venture seems like a good idea (even if the survey is lightweight — what people say they do, and what they actually do, can be very different).
Unfortunately from a design perspective, the logo joins the likes of Blackburn Market, Barrow, and Belfast in its “compelling originality”.
Love Irish Food is based in Dublin, one of the emerald isle’s two capitals. Surely the designer knew of the logo for the other capital, Belfast, just a short skip up the road.
There were four Dublin-based firms scooping the available accounts.
“Carat is understood to have won the media-buying pitch; Irish International has walked away with the creative work; Murray Consultants has won the PR work; and Pigsback.com has been retained to provide a website.”
Still, reasonable for a designer to unwittingly create logos that look like others, even with a differing design brief and client industry.
I asked biz-R (the studio responsible for the Food & Drink Devon design created almost five years ago) for their thoughts on the similarities.
“The main shape is almost identical, the name is very similar, the colour is close, and, most importantly for trademarking law, the industry is the same. The Food & Drink Devon strapline and URL, “Love The Flavour” also bears similarities. After the publicity concerning the Belfast identity in the Irish press last year I’m particularly flabbergasted how this could happen!”
— Blair Thomson, creative director
I’ve been sent the logo that Love Irish Food first used to promote the concept to the food industry.
Chops around that.