This Example of Egg Branding Emphasizes Freshness and Purity
Rebecca Byers — January 22, 2016 — Marketing
References: thedieline
This example of egg branding and packaging design hails from Udmurtia in Russia, where Varaksino Limited is the largest producer of eggs. The cardboard egg carton has a photographic label on it that features high-resolution images of freshly picked eggs in a straw basket.
In order to create a new branding and packaging identity, Varaksino Ltd tapped the creative team at Vozduh advertising agency, who aimed to communicate the freshness and purity of the product through its visual aesthetic. In utilizing images of freshness that hint at the product's natural and sustainable origins, the packaging succeeds in emphasizing the farm-to-table nature of the journey of the eggs, which can be seen as a response to new concerns from consumers regarding food quality.
In order to create a new branding and packaging identity, Varaksino Ltd tapped the creative team at Vozduh advertising agency, who aimed to communicate the freshness and purity of the product through its visual aesthetic. In utilizing images of freshness that hint at the product's natural and sustainable origins, the packaging succeeds in emphasizing the farm-to-table nature of the journey of the eggs, which can be seen as a response to new concerns from consumers regarding food quality.
Trend Themes
1. Visual Branding in Food Packaging - As consumers become more concerned with the quality of their food, incorporating high-quality images in food packaging can communicate a sense of freshness and purity.
2. Farm-to-table Packaging - Emphasizing the journey of the product from farm to table through packaging design can appeal to consumers' desire for natural and sustainable food options.
3. Photographic Labeling - High-resolution photographic labeling on food packaging can provide consumers with a sense of authenticity and transparency regarding the product's origins and quality.
Industry Implications
1. Food Packaging - Incorporating visual branding and farm-to-table messaging into food packaging can provide a differentiator in a crowded market and capture the attention of consumers concerned with food quality.
2. Agriculture - By emphasizing the journey of their products from farm to table, agriculture producers and retailers have the opportunity to appeal to consumers' desire for natural and sustainable food options, providing new business opportunities.
3. Advertising and Marketing - Innovative packaging design and visual branding can be a powerful tool for marketers to communicate product quality and authenticity, providing opportunities for new and disruptive approaches to traditional packaging design.
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