Creative Agency: Coats Design
Creative Director: Matt Grantham
Production: Dan Leggett
Web Build: Tin Soldier
Client: Independent Egg Producers
Location: Auckland / New Zealand
Project Type: Produced, Commercial Work
Free Range Eggs is a surprisingly competitive market, with no real chance for product innovation (an egg is an egg after all). The majority of consumers are price driven, simply looking for the ‘feel good’ factor by buying free range eggs, as opposed to caged.
With the growing move to guilt free consumerism and provenance, there has been an influx of small local farm brands quickly gaining loyal followers. Despite having a brand that is a Number 1 seller in many of its supermarket outlets, Independent Egg Producers Co-Op (IEP) knew that this was primarily down to having a highly competitive price point – very much an entry level brand in the Free Range egg segment. Their existing packaging had become dated and did not reflect the values and guarantees that Free Range Egg purchasers were seeking.
IEP saw the opportunity for the New Day brand to tell a compelling story. The company is made up of a longstanding, close knit community of farms throughout New Zealand who supply direct to local supermarkets. No middle processing, no big corporate behind the scenes. This was the basis of the new brand story and packaging.
Borrowing the aesthetic of farmers market style hand painted signage, the logo sits proudly on each pack, underpinned by the new strapline – Eggs with Care. The pack is designed for easy purchasing decisions: size selection, plus additional messaging highlighting ‘peace of mind’ free range authentication and the all important locality of farms. All combining to be friendly, appealing and easily understood.
Branding and messaging follows through into a new responsive website providing more in-depth information about the farms, the auditing process, and introducing the farmers with personalised videos.
The Unique Points Of The Packaging: Bespoke New Day branding embossed onto end sides of each pack.