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- DBA Design Effectiveness
- GOLD ‐ 2011
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- Grocer Food Brand of the Year
- 2011
BRAND CREATION
In 2007 Noble Foods ‐ the UK's largest own‐label egg supplier ‐ had a simple brief of "We want an egg brand". The UK egg aisle was largely own‐label and split into 75% caged and 25% free range buyers. At first glance it looked like 75% of the nation had no interest in free range eggs. In reality people were shopping on auto pilot in a grey and green world.
We began with insights that led to positioning, naming, brand identity and packaging starting with a new free range egg brand proposition ‐ The happiest hens lay the tastiest eggs.
ZERO ‐ £80M IN 2 YEARS!
Within 3 years The Happy Egg Co. became a multi‐award winning brand that was and still is number 1 in eggs and responsible for 75% growth in the free range market at the time. Successfully taking free range to mass market and creating a brand worth £80m in two years.
A Little Ray Of Sunshine!
With the brand approaching it's 10th birthday, I oversaw the most significant re-invention of the brand. Having successfully achieved our goal of converting a nation to free range through better hen welfare and taste where happy hens lay tasty eggs, the market had caught up, it was time for a new mission ‐ to celebrate the tasty goodness of eggs.
The new brand positioning to celebrate the goodness of eggs was underpinned by their USP to be naturally richer in Vitamin D, which was brought to life by bringing a 'little ray of sunshine' to everything we do through the sunshine‐egg.
The new 'sunshine-egg' created a more flexible use of the core brand, allowing for a more vibrant and tasty looking line of new egg‐centric products.
A Happy (Egg) Career!
The Happy Egg co. is one of my most proud achievements and earliest sucess stories. Having helped to launch the brand and overseeing 15 years worth of creative projects from limited editions to international expansion, there are too many highlights to capture but I couldn't end this casestudy without a quick lookback at some favourites, including my own importalisation as a 'Freda Roam' caricature (Thanks, team!).
- Photoshop
- Illustrator
- InDesign
- Brand Creation
- Art Direction
- Branding
- Packaging
- Digital Illustration
- Retouching
- Typography
- Graphic Design
My Role: Designer, Senior Designer, Design Director & Account
Director.
Team Credits: Springetts Brand Design Consultants
