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.

O Egg Brown Pack

What We Did

  • Competitive Analysis
  • Brand Audit
  • Brand Profiling
  • Brand Strategy
  • Brand Design
  • New Brand Identity
  • New Packaging Design
  • Photography
  • Support Collateral
  • Launch Strategy
  • Marketing Strategy
  • Web Design
  • Content Management
  • Communications Strategy
  • Public Relations | PR
  • Project Management
  • Print Management

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 !

O Egg Hard Boiled Eggs

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.

O Egg Pink Ribbon

 

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.

Oegg Website

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 !

Those never ending innovators and industry leaders at O’Egg family farm also launched to market their O’Egg Free Range Liquid Egg Range to great applaud at Bloom in Dublin and followed the up a few weeks later by Winning a Gold Medal at The Taste of Cavan Awards 2013.

 O Egg Liquid Egg Bottles 500px

A hundred percent natural O’Egg Liquid Egg is really convenient too. All those fitness enthusiasts out there can now purchase naturally fat free high protein egg whites in a bottle which can be consumed straight from the bottle because its pasteurized. Ever wondered what to do with those left over egg yolks when making meringues or pavlovas? Now you can buy liquid egg white from O’Egg without the waste or mess!

Even better still O’Egg Liquid Egg is safer for pregnant women, the elderly or the very young to consume in recipes that include partially cooked or raw eggs, like mousse dishes, soufflés or soft runny scrambled eggs because O’Egg Liquid Whole Egg and O’Egg Liquid Egg White are pasteurized.

If you’d like to know more about how we can help you create, build or relaunch your brand we’d be delighted to talk with you.
T: +353 1 8322724

O Egg Cracked Egg

Got a question or need some help with your brand?

We’re thrilled! Send us a short note and we’ll be in touch.
We do our best to read every message within 48 business hours. We’re kind of obsessive about customer care so if you don’t hear back, that means we didn’t get your message so please do send it again.

“I recently organized a large Business Forum for business owners and stakeholders entitled ‘After the Storm – New Business Opportunities’ to highlight the challenges and changing face of doing business in 2013. I was delighted to engage Lorraine Carter to speak at the Forum as I have seen first hand her expertise in Branding and Design.

More importantly I know Lorraine as a Professional Speaker who delivers not only excellent content but is passionate about the positive financial impact of great branding and design.

Lorraine’s talk entitled ‘Brand Your Way Out of Recession’ was extremely well received. Her clarity, eloquence and use of storytelling evoked clear examples of how both big, medium and even small businesses have reached the top with successful use of effective branding and design.

I’d recommend Lorraine as a Speaker at your next event or conference. She is an expert in what she does but more importantly she is an expert who knows how to speak about it!”

Sharon Cahir | Author Solicitor Lawyers and Leaders Coach and Trainer

“I have had the benefit of working alongside Lorraine Carter with mutual clients and will happily do so again.

Lorraine understands the power of brands for businesses in a way that makes practical sense to businesses. Her dedication to her craft is a great credit to her along with her attention to her clients and the details that matter.

Lorraine understands how to work with people who don’t work with brands on a daily basis and above all Lorraine has a bottom line value orientation. I look forward to continuing working with Lorraine and her team at Persona Branding & Design.”

Dave Gribben Enable Better Business

SHS-500px

“The Maguire & Paterson brand was established in 1882 and therefore the rebranding and new packaging had to be managed in a very sensitive and caring manner.

Persona Branding & Design worked very effectively with the M&P management team ensuring that the findings of consumer research were correctly interpreted and factored into the brand revitalization and new range designs. We found their ability to steer us of significant benefit.

Persona Branding & Design also ensured that we kept our focus on core objectives and diplomatically challenged us at various stages on our thought process, ensuring that any brand preferences did not stray from the core objectives.

We would have no hesitation in recommending Persona Branding & Design and we would be very pleased to speak with any potential client(s).”

Neil ScaifeHead of Commercial Control | SHS Sales & Marketing Ltd

Rubicoin-500px

“Lorraine Carter creates meaningful and immaculately designed brands based on a deep subject matter expertise.  She, through Persona Branding & Design, provides a world class professional services for all sized enterprises.

Her understanding of target markets results in memorable and distinctive work that empathises with end customers. Lorraine brings a uniquely positive energy to every meeting that leaves her clients engaged and delighted.

Emmet SavageFounder and CEO | Rubicoin

“Lorraine Carter is a true marketing professional. She is highly creative and has delivered impactful, innovative brand solutions for my business for almost a decade.”

Rita AhernManaging Director | Food Matters

Connemara-Seafoods-500px

“Persona Branding & Design supports our company with an excellent level of creativity in all areas of branding, design and marketing. They listen, understand and interpret our needs perfectly with a formidable proficiency in execution. It is only fair to say that our company expectations of original briefs have always been exceeded.”

Andy MulloyManaging Director | Connemara Seafoods Ltd

Caterhire-500px“I have worked with Persona Branding & Design for more than 8 years. They have become an invaluable extension of our team, working with us in a flexible, intelligent and pragmatic way.

Once commissioned, they became part of the business extending their expert opinion and brilliant creative solutions in total harmony with our requirements which has achieved great results. This is important since it is often the detail that can make or break a business relationship.  Their work philosophy is the best contract a client can hope to receive.”

Gavin DivillyManaging Director | Cater Hire Ireland Ltd

Wavin-500px“Persona Design successfully applied their extensive branding experience from consumer goods directly to an important industrial B2B product range within our organisation. This was pivotal in the formulation of our brand communications strategy which also included design, packaging, point of sale material and brand promotional plan, all of which contributed to a very successful commercial outcome.”

Michael O’DonohueCountry Director | Wavin Ireland Ltd

“Lorraine is an excellent start to finish project manager with tremendous creativity and ability to work budgets and timelines effectively.”

Kelley SpillaneSenior Vice President | Castle Brands

Country-Crest-500px“I can’t say enough about the excellent work that Persona Branding & Design has done for us. They didn’t just look at our design requirements but challenged us to really look at the fundamentals of our brand and our target market.

They fully engaged with our team and questioned our thinking, providing strong guidance when needed to keep us all on track. Not only is their work exceptional but it’s an absolute pleasure to work with them too.

The end product has evoked huge comment from customers and buyers alike as to its thought provoking branding, design and uniqueness, thus putting Country Crest into a whole different zone of marketing.”

Tony Doyle Commercial Director | Country Crest

“Lorraine Carter from Persona Design recently presented at our Dell Social Media Event on the importance of Brand for Corporate and Self. Lorraine provided great tips, many of them thought-provokingfrom her vast experience in developing brands, as an individual, for customers and the importance of building relationships.

I would highly recommend Lorraine as a trusted advisor on Brand Development and Management.”

Joan ByrneSaaS Portfolio Manager EMEA | Dell Inc

Zed-Candy-500px“Persona Design has always exceeded the objectives of our briefs. Their level of interaction and creative rigour offering a range of fresh concepts is brilliant.

Apart from being great people to work with, Persona Branding & Design offers an unbeatable combination in their level of service, lateral thinking, attention to detail, strategic focus and commitment to all projects undertaken. They are a key asset within my company and I would be delighted to personally recommend their services.”

Donal KavanaghSales & Marketing Director | Zed Candy Ltd

“Persona Design are very talented brand consultants and packaging design experts. They are knowledgeable, creative and highly dependable. My company has hired them for a number of projects and we have always been very pleased with the results.

In fact, several of their projects for us have won prestigious awards. I highly recommend Persona Branding & Design.”

Mark Andrews IIIChairman of the Board | Castle Brands Inc

Robert-Roberts-500px“Persona Branding & Design has adroitly managed several of our most important brand design briefs over the past couple of years and in doing so brought a high degree of creativity plus in depth knowledge in dealing with packaging and print suppliers that was vital for the completion of the successful end product.

Their attention to detail and open book costing consistently ensures no surprises on design or origination quotations.”

Gerry MurphyMarketing Director | Robert Roberts Ltd

“I was delighted to be a participant in Lorraine’s Master class on Branding, Packaging and Design. Lorraine has extensive experience is this area and her third party examples of clients she has worked with really drove the message home on the importance of one’s brand and how powerful it can be.

She is passionate in her message and delivers it with conviction. I strongly recommend her as a trainer, speaker in the area of branding, packaging and design as she is truly an expert.”

Margaret Hoctor Personal Coach | Trainer | Mentor and Facilitator

Wavin-500px“Persona Design has worked with Wavin on the creation and development of the new branding and marketing collateral for the launch of a new range of premium products.

They worked closely with our commercial team during this period to deliver a fantastic launch, on time and within budget. I would highly recommend Persona Branding & Design to anyone who is looking for a company that adds value through innovative ideas.”

Brendan MurphyCommercial Director Wavin UK & Ireland | Wavin UK Ltd

“Lorraine is a highly experienced and expert marketing professional. That’s just one way of putting it. She is an expert public speaker and her passion for subject matter shines though when she presents on a subject that is obviously close to her heart. Highly professional and credible, she is always looking for the best way to apply her talent for her clients best interest.

Her firm is highly successful in delivering strategic marketing projects for their prestigious client base. I have no hesitation in offering my highest recommendation for Lorraine and her team at Persona Branding & Design”

Paul C DwyerGlobal Cyber Security Expert

“Lorraine’s depth of knowledge in branding is immense. I have attended some of her courses and also see first hand the benefits Persona Branding & Design can bring to a business. I am always happy to recommend Lorraine.”

Ruaidhri PrendergastTechnology Sales Engine | Tech Marketing | Sofware | SaaS | FinTech | Hardware | 10x Return on Investment | Co-Founder | Ingenuity

“I have known of Lorraine’s high quality work for a number of years and in late 2008 I finally had the opportunity to work with her in developing a brand and marketing strategy for an upcoming awards ceremony.

Lorraine patiently guided the team through the process and was excellent in identifying the nuances, do’s and don’ts of our target market. We started out thinking a brand was just a logo but now know better!

Before this however, Lorraine had sat down for coffee on an number of occasions with my colleague and I on a different venture and was very generous with her time and sharing her knowledge. I aim to call on Lorraine many times in the future and look forward to it.”

Ian Lawlor New Business | Lotus Investment Group

“I’d be happy to recommend Lorraine Carter and her company, Persona Branding & Design, to any client who wants an enthusiastic and passionate business partner to produce compelling brands built on a sound strategy.”

Tim HealyMercator Marketing Research

“Lorraine is both highly creative and strategic. Her professional and flexible approach combined with her attention to detail resulted in exceptional work which perfectly met the clients needs. A pleasure to work with. I’d happily recommend her for any brand project!”

Alayne RooneyMarketing Consultant

Top-20-Tips-EBook

Get Free Articles each week that give you proven brand strategies for growing a profitable business and becoming a brand influence. Free Bonus Gift “Top 10 Rebranding Mistakes and 13 Key Questions To Ask Before You Start”