THE ASK:
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.

THE ALTURA VALUE:
Set the internal team up for success
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.

After a strategic category deep-dive (we only broke a few dozen eggs…literaly), 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 60 page style guide, that would be parsed for employee education, retailer sell-in and shopper education.

THE RESULT:
Empowering the internal creative team with an expansive tool kit, detailed style guide and a library of beautiful video and photography assets so they could continue to build and grow the brand as the business expanded.