The Chook Farm
Woolworths (then Countdown) wanted to stock The Chook Farm's free-range eggs.
One condition: new packaging first.
This project was done for
Background
Woolworths (Countdown at the time), one of NZ's biggest supermarket chains, had agreed to stock The Chook Farm's free range eggs, on one condition: the packaging needed a rethink first.
Brief
Supermarket packaging has its work cut out for it. Apart from elbowing for shelf space among a a dozen competing brands, product packaging needs to meet certain challenges (fluorescent lighting, for one) while still conveying the brand's principles.
This packaging needed to:
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Stand apart from other IEP free-range brands, especially New Day and the Pams/Countdown house brands it would sit beside.
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Make it unmistakable these are Northland eggs.
Solution
Most free-range egg brands lean on the use of photography, and disappear on shelf because of it. Brands using bold, simple colour stand out instead. So that's the direction we took.
The project meant a full brand refresh, new logo included, built around heritage, confident type, and a colour palette that would hold up under supermarket lighting and don't clash with the competition next door.
We presented three directions: a homely, organic take; a topography-led concept built around the farm's land; and a wildcard using abstract illustration.
The Chook Farm's connection to its land, its heritage and its hens needed to come through, but subtly, not shouted.
The client landed on the homely direction. It felt most true to the free-range promise.
other concept designs
