The Chook Farm brand was approached by Countdown, who was looking at stocking The Chook Farm free range eggs­­­.

 

HOWEVER, the supermarket giant had said that before they take on the brand, the packaging needed updating.

Supermarket packaging has its work cut out for it. Apart from having to elbow its way for shelf space amongst a myriad of competing brands, product packaging needs to meet certain challenges (fluorescent lighting, for one) while still conveying the brand's principles.

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This packaging needed to:

• Use colours/tones that differentiate itself from other brands, particularly other existing IEP free-range brand, New Day (which would be marketed alongside The Chook Farm) and Pams/Countdown brands.

• Highlight the fact that these are Northland eggs.

Having done quite extensive research, the following important insight was used as the base for the design concept: Other free range egg brands that use standard ‘photography based’ design seem to disappear on shelf, whereas the brands that utilise simple, bold colours and design are most immediately visible.

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The design proposal, therefore, focused on solid colours, with bold stand-out type and graphics. Colours 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.

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The initial presentation included 3 concepts – a homely, more organic design; a conceptual direction focusing on the topography of the farm; and, as always, an out-the-gate wildcard option using abstract illustration.

 

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.

 

The 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.