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Golden Yolkers

Hatching a new look for speciality eggs

Helping the market leader in premium eggs make their packaging design as egg-cellent (sorry not sorry) as their products.

01 Challenge

Freshlay Farms became the leader of a thriving category in 2019. From initial success in the Co-Op, they expanded into Tesco and Sainsbury’s backed by impressive performance.

But a high growth market attracts competition. To keep ahead of the pack, Freshlay knew they needed to develop and grow their brand presence on shelf.

To increase their brand appeal to indulgent consumers looking to level up their egg game, they came to us for help revitalising and elevating their brand visual identity.

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02 Insight

We learned that Freshlay’s target audience value taste and locality as their top priorities when looking to buy free range eggs.

They’re highly selective customers, so they’re happy to invest in better tasting eggs to elevate their home cooking and baking experience.

Like everyone, they eat with their eyes. Our consumers believed that eggs with darker yolks are tastier, and as Freshlay guarantee a deep golden yolk in all their eggs — we knew this was something we needed to bring into the design.

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03 Idea

Inspired by people’s descriptions of the star of the plate — the golden yolks themselves — we coined a new brand moniker of ‘Golden Yolkers’. Focusing on these natural assets and adding extra personality to help distinguish the product.

The packaging uses gold foil for a luxurious feel. Working in harmony with the royal blue brand colour to elevate the visual expression on pack.

The ‘exclusively sourced from our trusted family of farms’ sign off taps into Freshlay Farm’s higher welfare standards, with clear provenance and quality reassurance for exacting consumer standards.

Truly egg-ceptional packaging for an egg-ceptional brand (ok we’re done).

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