Tasting Place: Themes in Food and Beverage Product Logos from Three North Atlantic Island Regions

Abstract

Islands have long been romanticized for their potential to facilitate the kind of escape from globalization increasingly sought by neolocalism-driven consumers, and are thus uniquely positioned to emphasize their distinctive environment and culture through a holistic destination brand that targets both the tourism and local product markets. The current study examines the relationship between destination brands and local food and beverage brands in three North Atlantic island regions: Newfoundland, Iceland, and Shetland. Using a blend of content and thematic analysis to identify and analyze prominent themes employed in product logos, this study offers insight regarding food and beverage branding approaches in island contexts and their relationship to regional destination brands. Throughout the content examined for this study, island-based food and beverage producers demonstrated an intense and dynamic connection to place, as exemplified through the themes of place, culture, and environment embedded in their logos. Discussion of the study findings highlights the importance of strong logo branding for entrepreneurial success and regional tourism promotion, and advocates for future research and practical implementation of effective branding and logo design.