Lee McGrath gave us a call one day with our most favourite kind of brief.
“I need some packaging design. Go wild!”
“Excellent!” we replied, and went to work.
To give some background: The brand had been approached by Countdown, who was looking at stocking The Chook Farm free range eggs. HOWEVER, the supermarket giant had said that the packaging needed updating. Good news for us!
Having done quite extensive research, we used the following important insight as the base for our concept: Other free range egg brands that use ‘picture based’ design seem to disappear on shelf, whereas the brands that utilise simple, bold colours and design are most immediately visible.
Our design proposal, therefore, focused on solid colours, with bold stand-out type and graphics. Colours we looked at that work well in artificial light (and that also differ from competitors) were blues, greens and neutral colours, as well as a combination of rich, bright colours.
Our initial presentation included 3 concepts – a homely, more organic design; a conceptual direction; and, as always, an out-the-gate wildcard option. The Chook Farm has a strong connection with its land, with Northland, with its heritage and with its hens. We wanted the packaging to reflect this strongly, but subtly.
Our client loved all the designs, and had a really hard time choosing one, but after many a round-the-table with family and colleagues, they landed on the homely direction, as they felt it best represented the free range element of the product.
Client Case Study