Noble Food: The Happy Egg Co

Packaging

Branded - Food

Springetts Brand Design Consultants Ltd.

EXECUTIVE SUMMARY

Noble Foods Ltd. , the UK's largest egg producer, came to Springetts with a brief to invent a brand with the following objectives:

  • Launch and grow a brand in an unbranded category

  • Achieve deep distribution

  • Promotions (minimise volume sold on deal)

  • Deliver premium profitability (long term plan to sell at higher prices) Deliver stand out presence at point of sale

Springetts developed a brand proposition based on Noble Foods’ animal husbandry: happy hens lay the tastiest eggs. From this starting point the brand name was developed – the happy egg co. And the subsequent design was created to deliver a new attitude in eggs for consumers. A distinctive design that cut through and engaged with people emotionally.