Designer: Natalie Neumann
3D Artist: Adriel Lopez
Location: United States
Project Type: Concept
Packaging Contents: Eggs, egg whites, egg yolks, egg noodles, egg bites, butter
Packaging Substrate / Materials: Egg Carton – recyclable cardboard
The objective of this project was to reimagine an egg carton and consider its function, purpose, location in store and how its design can communicate to its consumers. Also consider organic egg packaging and be conscious of environmental impacts when thinking about its form and structure.
I wanted to establish a new brand for egg products that focused on sustainability, bold patterns and inviting illustrations. As someone who is not very good in the kitchen, I understand the importance of getting a consumer not only excited about the product, but ready to crack open the packaging to discover its contents.
Named after hens who lay their eggs in a safe and secure environment (their house), Hen House was born! A brand focused on the future of organic egg products while also keeping in mind structural improvements to better represent this organic brand. The round shape of the egg is portrayed through the rounded corners of the font. It’s important the brand portrayed a natural, modern, organic and bold appearance. A small yolk is incorporated into the “o” of Hen House to add a playful element to this identity.
The design was inspired by field lines on a farm which is portrayed using vertical lines throughout the packaging system. Paired with playful, bold, organic styled graphics that not only showcase the product within, but create a more modern feel for this common grocery item. The design system was rolled out on multiple products within the Hen House brand to create a cohesive and recognizable family.
While I created these graphics to function for a regular egg carton, it is important to note that the graphics were specifically created with the idea of reinventing the original egg carton in order to create a more sustainable and protective structure.
It is important to keep in mind the amount of real estate a new design could allow for graphics and branding, how the egg layout would affect its display on shelving and the overall stability. The natural balance between protecting the eggs while also being able to see the product without interference was crucial to create a modern and fresh new look.