The egg industry is responsible for huge emission of greenhouse gases, contamination of soil, and 6 billion waste' malechicks killed every year. This is not sustainable and a change is inevitable.
With new Precision Fermentation Technology, real eggs can be created in the lab without the use of chickens; this means vegan eggs, which are considerably more sustainable, are a possibility. The challenge of branding these eggs is the foundation of this project.
Good Eggs
The name 'Good Eggs' acts as a 'pat on the back, making the consumer feel like a 'good egg' for deciding to buy these vegan eggs. The logo playfully uses two eggs as the 'O's, with round, inviting letters 'cuddling' together to evoke warmth when paired with the mellow orange colour palette.
The Brand
Good Eggs' playful tone of voice is expanded upon with the use of witty slogans, all conveying how these eggs are sustainable, vegan and the right choice for consumers. This billboard evokes ‘Good Eggs' playful tone of voice, featuring two eggs leisurely rolling in revealing the tender slogan.
Tone of Voice
To further promote these eggs, food trucks selling dishes made using Good Eggs could be distributed, so consumers can discover how they taste just as ‘good' as regular eggs, while being better for the planet and animals.
Merchandise
