Goatsbridge Eat Trout

Mad about trout for three generations.

Husband and wife team Mag and Ger Kirwan are third generation trout farmers from Kilkenny. They have a real passion for trout which comes across in the quality of their product. We were engaged by Bord Bia to design a new brand and range of retail packaging for Goatsbridge. We were immediately struck by Mag and Ger’s passion and enthusiasm for trout.

Eat Trout – by Goatsbridge.

Clarifying the pROPOSITION

It was clear that the Goatsbridge name was not instantly identified with trout and this could be a barrier to purchase. With this in mind we named the range ‘Eat Trout’, a call to action to shoppers predisposed to buying salmon products. The new logo communicates the quality and tradition of the farm, with the bright pop of blue adding modernity and shelf stand out.


The new logo was designed to communicate the quality and tradition of the farm, with the bright pop of blue and photography style adding a sense of modernity and personality.

Photography Art Direction

Mag and Ger are such a big part of the Goatsbridge personality, we wanted them featured front and centre on pack – connecting the producer with the consumer. We went to Kilkenny and spent a crisp January day with photographer Laurence J to capture the pack shot, along with some photos of the farm for use on other communication pieces.

Fishwives: Heroeing the forgotten fish.

We have worked on lots of fun projects with Mag and the Goatsbridge team. Her trout caviar, pictured above, is the first product of its kind in Ireland and one of their best sellers. The Fishwives book was another. A labour of love on Mag's part, it consists almost entirely of trout recipes, each beautifully photographed by Joanne Murphy. All proceeds from the book went to Hospice Africa Uganda.

What we did

  • Brand Identity
  • Photography Art Direction
  • Packaging Design
  • Book Design
  • Tone of Voice
  • Website


Brand Photography
Laurence J Photography

Fishwives Photography
Joanne Murphy

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