Strategy

After delving deeper into the industry in which we operate, we concluded that the egg market offers opportunities to incorporate the concept of animal welfare. Furthermore, we encountered the significant challenge of organizing and highlighting the differences between the types, sizes, and production methods of eggs for the end consumer.  

We therefore decided to subvert the category with Happy Eggs®, introducing the theme with a unique proposition, in a light, fun and educational way to the market and consumers.  

In an effort to demonstrate the great truth about animal welfare, we gave prominence to the most important character in the story: the hen. With her joy at being free, she gained a personality based on good humor and lightness, communicating simply to present the different types of eggs offered, ranging from free-range to cage-free and organic. 

Happy Eggs® clearly defines its role in the world with the purpose of making the world free and light, committing itself to being the great driver of transformation in the egg market.

Creation

The brand embodies the essence of Happy Eggs® – free, light, and upbeat. The chicken's freedom is evident in its fluid, organic, and clean form. Its charisma and spontaneity are manifested in the brand's dual meaning: the smile, which gives the symbol the strength of a character that comes to life in different expressions across language.

The visual universe reflects the brand's lighthearted spirit. The illustrations and patterns were inspired by pop culture, with plenty of movement and energy. The color palette features vibrant and cheerful tones that relate to each of the products in the line. The robust and rounded typography reflects the charisma of our messages.

The brand's voice offers a genuine and authentic way to make people laugh and reflect on the reality of farm life. The Verbal Universe expands into phrases that playfully engage with popular culture in an intelligent way, providing warmth and education to shape the future. 

Packaging

The packaging highlights the key elements of the Visual Universe to generate differentiation and visual impact for the products at the point of sale. In addition to the personification of the chicken and the use of vibrant colors, seals were created to facilitate consumer understanding of important information on the label. The sides of the packaging were also explored as a key point to establish quick recognition of Happy Eggs® on store shelves and to provide an efficient distinction between the various types of eggs from the brand.