In looking at the O’Egg brand and product offering we developed a brand that married its traditional provenance 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 the farm and packing to the supermarket, and finally from the 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 the best product quality, the preferred packaging material for eggs is moulded pulp fibre rather than 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 its 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 than 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 that up a few weeks later by Winning a Gold Medal at The Taste of Cavan Awards 2013.
A hundred per cent 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 leftover 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.
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