Derrick Lin


Design: A.S. Antonia Skaraki
Project Type: Produced, Commercial Work
Client: Avgoulakia
Location: Athens, Greece
Packaging Contents: Eggs
Packaging Substrate / Materials: Paper
Printing Process: Offset

The chicken or the egg dilemma is commonly stated as “which came first: the chicken or the egg?” – well, in these packages… the chickens definitely steal the show! Enchanted by the power of stories and tales, we created a visual narrative… about 3 special chickens / heroines; Captain Mahe for free-range eggs, Madame Coco for bio eggs and Miss Nelly for barn-laid eggs. That’s how we added a human touch to the packaging: a touch that implies the high quality of a product that seems to be homemade, a touch which was enriched with bright pops of color that brought a bit more of a fun twist to it!

Purpose & Results
The new packaging that we created has been recently released in the Greek market. The design has had an immense impact on the success of the product since it gets consumers’ attention and is considered as really eye-catching by the majority of them. The vivid colors on the packaging and the fun, modern approach (unusual for the egg sector / industry in the Greek market) have made the difference and a striking visual statement!

Cultural Context
Linguistic & Cultural Ref.: Paying homage to the Greek heritage and culture, the names and the attire used for the three chickens – heroines were selected especially for the Greek market. For example, the name ‘Mahe’ (for Captain Mahe, used for free-range eggs) means fight / battle / rebellion in Greek. Wearing jean overalls and a red bandanna, and having a tattoo on her left arm, Captain Mahe is a classic symbol of a female, Greek rebel!