Brand strategy and packaging design for Australian eggs 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 Percept came up with produced a creative branding solution that was fun and full of character.
Custom illustration featured heavily in this creative 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 was to take a hand-drawn approach to both the brand logo design 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 brand 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, this needed to be clearly communicated on the label.
The brand strategy angle we 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 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 material 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 is original, warm, inviting, and clearly communicates the key characteristics that Golden Yolk stipulated in their initial design brief.
If you’re looking for brand strategy and packaging design, look no further than Percept branding agency Sydney.