brand strategy * rebrand * photo assets * style guide * national campaign * sales support * tradeshow

In a commodity category, it can be hard to pull yourselves apart - even more so when the points of difference require education. Happy Egg had a clear, visible, and delicious point of difference from competitors, the challenge emerged with how to articulate the differences between (and benefits of) free-range over cage-free. Organic vs conventional. Unique and beautiful brown and blue eggs vs alarmingly uniform white eggs.

Altura was tapped to refresh Happy Egg’s brand while not altering packaging, create multi-use content, and provide the internal creative team with a toolkit of copy and design assets that could live on for years to come. We created dynamic graphic elements that brought elements of the farm to life (green grass and hen tracks) and heroed the beautiful orange yolk. We also supplied an in depth messaging matrix that gave specific direction on communicating across audiences and throughout the shopper journey.

All of this culminated in a XX page style guide, that would be parsed for employee education, retailer sell-in and shopper education.