Brand strategy and packaging design for Australian eggs by Percept branding agency Sydney.
Brand Strategy & Packaging Design by Percept Branding Agency Sydney
Percept branding agency Sydney, was approached by Australian egg company Golden Yolk. The creative challenge was to develop the brand strategy and packaging design for their newly formed food product brand. The brand strategy and packaging design that branding agency, Percept, came up with produced a creative branding solution that was fun and full of character.
Custom illustration featured heavily in the brand strategy stage of the project in order to create packaging design that felt personal and trustworthy, which was a feel that the larger producers couldn’t compete with.
The brand strategy that the Percept branding agency Sydney came up with, was to take a hand-drawn approach to both the branding and the egg packaging design itself. This was essential in creating natural, approachable packaging design, that was full of personality, conveying the message that this produce was created with love and respect.
This illustration based branding style would also help to set Golden Yolk apart from their competition, as the competition predominantly used photography on their packs and a more serious, straighter style of typography.
This new branding drew inspiration from a fried egg and the golden yolk in the middle. It features custom illustrated typography which is youthful, exciting, and personable.
Once the unique branding was established, the creative packaging design then needed to be developed.
As Golden Yolk produce genuine free range eggs, Percept Branding Agency Sydney felt this needed to be clearly communicated on the label.
The brand strategy angle Percept went with welcomed you to ‘the genuine world of free range’, a behind-the-scenes look at what happens when hens aren’t cooped up, but are free to roam on the farm!
The creative packaging design saw unique hen/egg characters come to life in a world of hills, textures, and patterns, curiously roaming throughout the label.
This immediately had cut-through with consumers in a retail environment, with this fun, intriguing packaging design being a stand-out amongst the more standard packs found on shelf.
Percept, branding agency Sydney, developed these characters to have the versatility to be adapted to other marketing communications in the future. The brand strategy allowed for growth with items such as printed point of sale material or animated digital executions for social media campaigns give the creative branding plenty of legs.
The branding Percept designed is original, warm, inviting, and clearly communicates the key characteristics that Golden Yolk stipulated in their initial design brief.