Brand Identity

Wilsons, one of Nova Scotia’s oldest and most successful family-run businesses, wanted our guidance with the development of a name and brand identity for a new business venture. A continuation of their diversification and growth trajectory in food services, the new brand was to remain separate from the Wilsons brand.

Armed with insight on the Wilson family’s love of sailing, the word Keel reflects the reassurance and stability the keel of a boat provides, in this case, serving to guide and steer the new company. Group reflects scale, future-proofing their growth and additional diversification.