Creative Agency: Springetts Brand Design Consultants
Project Type: Concept
Designer: Kevin Daley
Illustrator: Pete O’Connor
Client: Noble Foods
Location: London, United Kingdom
As part of our ongoing work with Noble Foods, we were asked to develop concepts that explored hypothetical positionings for how eggs could better satisfy or respond to consumer needs. One of the many thoughts we had was how this commodity category could respond better to concerns related to CSR issues such as food miles and related freshness. We were intrigued by the notion that, while early adopters of CSR issues find it easy to support a cause, it is harder to convert mass-market consumers unless there is something in it for them.
Our solution was to emphasise the benefit of locally laid eggs to consumers through a cheeky brand name that reinforces the idea of freshly laid eggs straight from the hen. The creative execution is a selection of playful caricatures of hens laying eggs with three different poses/expressions for each of the three variants.
The Just Laid concept uses standard egg box packaging in a unique way that allows the consumers to interact with the pack and design. To further highlight the freshly laid concept, the fastening on the box becomes a representation of the egg itself, allowing consumers to connect with the natural process of the eggs ‘being laid’!
This concept has won a gold Pentaward and also a special HAHAHA Lars Wallentin award for the most fun package across all categories, in this years Pentawards 2014 competition.