Fresh new label turbocharges eggs from mobile henhouses

Hartmann lends creative support to boost shelf appeal

Until now, the product information was carried by a sticker on the egg packaging - small and inconspicuous, but good enough to sell through the vending machine. But now with the eggs on sale in the local supermarket they need to seriously compete on the shelf - so the owners of Hof Kipp called on Hartmann's creative service.

First, they opted for our 1x10 imagic^® in grass green. Then they set the design bar high: an outstanding label to reflect the regionality and quality of these free-range, mobile-henhouse eggs. They gave us a free hand in the design.

So we created two concepts. Both delivering the same message but in completely different styles: one employing classical imagery, and the other an illustrated, more abstract version.

Finally, they plumped for the illustrated route as it represented a bolder break with the past, even though they appreciated the strengths of both options. The chosen design has been drawing customers into the shelves of the local Rewe supermarket since the beginning of September 2021.

About Hof Kipp

Hof Kipp is a family farm in Lengerich, Germany, originally built in the 40s by the grandfather of Christian Kipp, who took it over with his wife, Ariane, in 2016. Besides non-GMO free-range eggs, the farm also sells handmade pasta and egg liqueur made from their own eggs.