PHASE 01 - Eggoz Brand Launch
In 2021, I was approached to partner with Eggoz and help with launching the product as a brand in Tier 1 and 2 cities of India. With a clear objective to stand out as a superior eggs brand in the market - both on a supermarket shelf as well as in terms of quality, the need to build a brand and communication strategy was imperative.
In 2021, I was approached to partner with Eggoz and help with launching the product as a brand in Tier 1 and 2 cities of India. With a clear objective to stand out as a superior eggs brand in the market - both on a supermarket shelf as well as in terms of quality, the need to build a brand and communication strategy was imperative.
Design Rationale
Given that Eggoz claim to have all eggs of the same weight, size and nutrients, on of the driving aspects in design was uniformity. Therefore, the design route works with clean, bold patterns of polka dots to denote the uniformity in shapes and sizes. Moreover, the white polka dots on a rich golden yellow background denote the purity and quality of the egg. Also, the pattern is unique to this category of FMCG products in India and therefore stands out.
Given that Eggoz claim to have all eggs of the same weight, size and nutrients, on of the driving aspects in design was uniformity. Therefore, the design route works with clean, bold patterns of polka dots to denote the uniformity in shapes and sizes. Moreover, the white polka dots on a rich golden yellow background denote the purity and quality of the egg. Also, the pattern is unique to this category of FMCG products in India and therefore stands out.
Launch Campaign
Often, we dismiss the value of an egg by saying, "It's just an egg." But is it really?
Eggoz eggs offer superior nutrition. Our eggs go through meticulous pre and post-harvest procedures. The specially formulated feed enhances their quality. Every step of the journey, from farm to plate, is designed to ensure you receive superior nutrition, far beyond what you'd expect from an ordinary egg. This perspective translates to how we view ourselves and others. We often overlook the extraordinary aspects of our lives. Recognizing the effort and passion we invest in daily activities shows that we are far from ordinary. We're not just housewives, fathers, or athletes—we are extraordinary individuals living, dreaming, and achieving remarkable things.
Often, we dismiss the value of an egg by saying, "It's just an egg." But is it really?
Eggoz eggs offer superior nutrition. Our eggs go through meticulous pre and post-harvest procedures. The specially formulated feed enhances their quality. Every step of the journey, from farm to plate, is designed to ensure you receive superior nutrition, far beyond what you'd expect from an ordinary egg. This perspective translates to how we view ourselves and others. We often overlook the extraordinary aspects of our lives. Recognizing the effort and passion we invest in daily activities shows that we are far from ordinary. We're not just housewives, fathers, or athletes—we are extraordinary individuals living, dreaming, and achieving remarkable things.
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PHASE 2 - Product Extension
In the second Phase of my partnership with this brand, I was approach to create identity and packaging design that was well in line with Eggoz’ primary brand guidelines - however for variants that were an extension of the existing products - Eggoz Nutra Plus, Champs and Free Range Eggs.
In the second Phase of my partnership with this brand, I was approach to create identity and packaging design that was well in line with Eggoz’ primary brand guidelines - however for variants that were an extension of the existing products - Eggoz Nutra Plus, Champs and Free Range Eggs.
PHASE 3 - Eggoz Eazy Eggs
Eazy Eggz under the house of Eggoz a new category of product that packages eggs and natural recipe ingredients with the purpose to get customers to cook tasty egg recipes that are quick, easy and healthy. The product comes in 4 variants - Masala Delight, Tangy Tomato, Italian Herbs & Cheese and Spicy Curry.
Potential consumers may already be buying Eggoz among other egg brands on a regular basis. However, categories of consumers with specific habits such as instant cooking, snacking, healthy food and rushed breakfast may be looked into to target. These potential groups include young mothers and working professionals.
Eazy Eggz under the house of Eggoz a new category of product that packages eggs and natural recipe ingredients with the purpose to get customers to cook tasty egg recipes that are quick, easy and healthy. The product comes in 4 variants - Masala Delight, Tangy Tomato, Italian Herbs & Cheese and Spicy Curry.
Potential consumers may already be buying Eggoz among other egg brands on a regular basis. However, categories of consumers with specific habits such as instant cooking, snacking, healthy food and rushed breakfast may be looked into to target. These potential groups include young mothers and working professionals.
I collaborated with Eggoz in this phase for product strategy and identity & packaging design.
Product Strategy
Analysing research and observations with the product owners as well as mapping competitors, audiences and values. The aim was to introduce Eggoz’s unique and novel product as a quick and convenient option for healthy and fresh breakfast and snacking.
Secondary Opportunity Statements - HMW
- Project Eggoz’s values of health, hygiene and freshness to drive brand preference.
- Highlight taste and convenience as an added value in the new product.
- Project Eggoz’s values of health, hygiene and freshness to drive brand preference.
- Highlight taste and convenience as an added value in the new product.
Identity and Packaging Design
Understanding flavour ingredients, taste testing and flavour categorisation. The design attributes for the approved creative route were:
Expressive - For an on the go lifestyle, the composition of the unit expresses through colours, shapes, typography and all visual elements in between - while keeping the familiarity of Eggoz intact.
Playful - Symbolises the experimentation and innovation among customers for their potential to cook more varieties of egg recipes and maintain a healthy lifestyle.
Sophisticated - With stylised and minimal ingredient illustrations that are meant for a young, urban customer feel they are ahead in tasteful product experience.
Playful - Symbolises the experimentation and innovation among customers for their potential to cook more varieties of egg recipes and maintain a healthy lifestyle.
Sophisticated - With stylised and minimal ingredient illustrations that are meant for a young, urban customer feel they are ahead in tasteful product experience.
Impact & Conclusion
Since the brand launch in 2021, Eggoz has become India’s leading egg brand and an FMCG company and crossed INR 100 Cr net annual recurring revenue. With most sales in North India, the brand continues to expand its presence across the country with an 80% repeat customer rate. The brand has over 6 product variants in multiple packaging sizes currently distributed in the market and has now entered the frozen snacks market with new variants. The brand is expected to grow 2-3x in the financial year 2024-25.
Since the brand launch in 2021, Eggoz has become India’s leading egg brand and an FMCG company and crossed INR 100 Cr net annual recurring revenue. With most sales in North India, the brand continues to expand its presence across the country with an 80% repeat customer rate. The brand has over 6 product variants in multiple packaging sizes currently distributed in the market and has now entered the frozen snacks market with new variants. The brand is expected to grow 2-3x in the financial year 2024-25.
THANK YOU!
