Persona Design

 

Product Overview:

Clonarn Clover is a leading speciality artisan producer of organic, free range and enriched eggs in Ireland. A family business with generations of experience producing eggs sold to the local community and beyond, today the company has over 100,000 chickens from which they sell brown and white eggs to the Irish market. 

 

They very much believe in putting the welfare of their chickens first using a combination of traditional farming husbandry with knowledge handed down through the generations and the latest leading edge best practices and technology.

 

The Irish egg sector is largely traditional and fragmented with weak brands, poor packaging and negligible consumer brand loyalty in what is primarily seen as a commodity purchase. 

 

This has presented a wide open opportunity for an enterprising company to develop a strong brand and take ownership of the category. In short to become the noun of it's sector as FedEx has for package delivery, Ballgowan has for water or Hoover has for vacuum cleaning so O'Egg has been developed for eggs.

 

Clonarn Clover is very much a family business that doesn’t believe in sitting on their laurels and, to coin a phrase, strongly believes in finding a way for “innovation through recession”. Not only do they produce brown eggs in the organic, free range and enriched eggs categories but they are the only producer of white eggs which they launched to the Irish market in January 2011. Aside from the aesthetic egg shell difference in colour, white eggs are said to be vastly superior for enhanced lightness in baking !

 

 

Client Brief:

The O’Egg brand had to be developed to be the pre-eminent egg brand in Ireland, to become a household name and first point of reference when looking for recipes or anything to do with eggs, to be the brand of preferred first choice in every shopping trolley or basket whenever eggs are purchased by a consumer.

 

The brand needed to make a strong and very positive emotive connection with it’s target market, a younger consumer base, and attract them to the benefits, healthy convenience and ease of cooking with eggs, one of the most versatile and adaptable of foods for any occasion.

 

The brand had to appeal through a number of associations:

• Irish local country produced provenance.

• More contemporary with a younger generation “Irish” lifestyle relevance.

• A stalwart legacy of trusted family egg production i.e. 250 years expertise, quality and community responsibility combined with leading edge technology.

• Strong shelf stand out with definite consumer recall.

 

Within the egg ranges produced under the O’Egg brand we had to develop two distinctly different product offerings for two different target markets:

• Brown egg packaging with rural nuances underpinned by a contemporary edge yet clearly cognisant of its traditional provenance.

• White egg packaging with a more urban, contemporary and premium appeal and a more subtle link to its traditional provenance.

 

Solution:

In looking at the O’Egg brand and product offering we developed a brand that married it’s traditional provence with a more informal “tongue-in-cheek” appeal that would resonate with its younger target audience. 

 

The new O’Egg brand identity was given a clean contemporary feel unmistakably associated with eggs, the yellow yolks being an integral part of the design within the name written in a clear black font. This has ensured strong recognition and standout in any usage requirements, on or offline, from postage stamp size to vehicle livery impact.

 

Before addressing any packaging for eggs one must reflect on the fact that eggs must be one of natures most perfect natural packaging solutions and yet also one of their most fragile requiring extra care throughout the supply chain. When eggs travel from farm and packing to the supermarket, and finally from supermarket to the consumer, the journey may sometimes be quite intricate but the eggs must still remain absolutely intact and fresh. 

 

In order to ensure best product quality the preferred packaging material for eggs is moulded pulp fibre rather then plastic or polystyrene. The material is made from recycled paper and is strong yet soft enough to protect the eggs against breakage during transport or storage. Its also breathable, the moulded pulp absorbs shock, prevents loss of moisture and keeps the eggs from picking up undesirable odours and flavours. It’s also, very importantly, eco friendly.

 

In working with the moulded pulp packaging material we selected colours to suit each of their chosen audiences. A warm brown pulp colour for the brown eggs and it’s more rustic design to suit both country and urban consumers while the white egg pack is a bold pink, which contrasts beautifully with the white eggs and has a distinctly feminine appeal for its largely female, up-market urban fans.

 

Both packs feature egg imagery on high quality full colour printed labels yet the brown egg packs hark back to country roots with nest egg imagery and old sepia toned family photos. On the other hand the “pink” white egg pack avoids any traditional cues, uses love hearts which could be interpreted for their girly fun lov’in enticement or healthy heart associations. Most importantly though the “pink” white egg pack supports “action breast cancer” and carries on pack the pink logo for same which strongly resonates with it’s female audience.

 

Interest within the grocery trade was unequivocally enthusiastic and warmly received in all cases, with some retailers looking to bring forward launch dates, sooner then planned, in their rush to bring the new brand and product range to market !

 

If you'd like to know more we'd be delighted to talk with you

T: +353 1 8322724