Designed by Springetts Brand Design Consultants | Country: united Kingdom
“Brief: We were asked to develop concepts that explored hypothetical positionings for how eggs could better satisfy or respond to consumer needs. One of the many thoughts we had was how this commodity category could respond better to concerns related to CSR issues such as food miles and related freshness. We were intrigued by the notion that, while early adopters of CSR issues find it easy to support a cause, it is harder to convert mass-market consumers unless there is something in it for them – such as supporting locally laid eggs.
Solution: Our solution was to emphasise the benefit of locally laid eggs to consumers through a cheeky brand name that reinforces the idea of freshly laid eggs straight from the hen. The creative execution is a selection of playful caricatures of hens laying eggs with three different poses/expressions for each of the three variants.”