The Farmer’s Hen
Packaging Design , Brand Design, & Website Design
Eggs are viewed as a commodity, price tends to be valued more than brand loyalty; getting a product noticed in the dairy aisle of a grocery store was among our more challenging design assignments to date. Founded in 2013, much of The Farmer’s Hen's early brand identity was borrowed from its parent company, CMC Foods, primarily a business-to-business egg co-packing company. A rebrand was needed to unearth the mission and values for The Farmer’s Hen, a foundation upon which a new visual identity could be created, that would communicate their position as a high quality specialty egg brand.
Comprehensive consumer research revealed that a significant driver of brand loyalty in the specialty egg market is social responsibility: a brand’s commitment to animal welfare, sustainability and philanthropy. The Farmer’s Hen was committed to these aspects of their work, but they weren’t sharing it with the consumer. Developing brand identity around the core values of providing families with affordable, humanely raised, high-quality eggs, we crafted consumer-facing messaging to speak volumes in as few words as possible: “Do Good. Eat Well.” Brand values and visual representation was derived from that message.
Hand-drawn by James Benard, the new logo features a modern yet classic chicken, speaking to the brand’s quality as well as their rustic heritage. With the logo featured front and center on the cartons, the surrounding stripe of color differentiates the products, rendering each SKU readily distinguishable at retail. Along with the creation of brand identity, logo, mission and values, we oversaw multiple photoshoots, providing assets from which we developed a consumer-facing website with beautiful imagery, a compelling narrative, in-store signage and social media material
