- website:
Product now sold through Sysco
Problem
Evergreen Poultry Farms, based in Somerset, Manitoba was referred to Velocity from a long-standing client to create a brand to promote their all-natural low cholesterol egg. Evergreen Poultry Farms has developed a revolutionary feeding system. Their hens are fed all-natural proprietary high flax feed and the result is a superior egg omega-3 egg with a characteristic rich, golden yolk. The differentiator of Great Morning Eggs to their competitor’s Omega-3 eggs and to regular eggs is the low cholesterol aspect to their egg. As we researched the competition we found their egg to have a significantly lower level of cholesterol than that of an average egg on the shelves and their Omega-3 eggs competitors. These eggs are regularly checked by the Canadian Food Inspection Agency (CFIA) to verify their cholesterol and Omega-3 levels.
Because Paul had never hired professional branding services before we needed to guide and direct the process.
We wanted to produce a solution that would be instantly recognizable. The choice of name for the product ‘Great Morning Eggs’ posed a few initial problems. We could not change it despite our strategic advice so we had to work with it and build the brand around this handicap.
Having researched egg-eating habits we found that not everybody ate eggs ‘in the morning’ but we also felt that the egg represented and healthy life, future and existence.
Solution
The colors of the egg; yellows, oranges and browns promote the concept of the new day energy and spirit. The brand draws on this instinct. The healthy and feel-good factor this connotes was brought to life to begin with using a positive and friendly typeface for the logo. The use of the rooster – taken from their previous logo – was re-drawn to give a stronger, more purposeful stance.
The foundation tools also take this approach. The sun graphic epitomizes the forward-looking nature of the brand and the use of family and health based photography enhance the main message of health and positivity. We wanted it to look and feel fresh, natural and warm, not clinical as the health benefits are achieved naturally and not in a lab.
We were keen to dispel the myth that eggs are greasy and are only to be eaten with bacon and sausage. We looked at research developed for the brand and found eggs are a flexible food to be eaten at all times in a day, not only at breakfast, but at lunch and dinner also.
The egg, because of the health benefits, was aimed at a broad demographic, from middle-aged men, where the low cholesterol becomes an important message, to family’s, and the positive Omega-3 benefits.
Services
Brand and Marketing Strategy / Brand Evaluation / Creative Direction / Art Direction / Project Management / Corporate Logo Design / Business Stationery Design / Sales Folder Design / One Sheet Design / Brand Usage Guide Design / Copywriting / Copy Editing / Product Brochure Design / Poster Design / Concept Development / Campaign Management / Print Advertising / Package Design / Product Label Design / Point of Purchase Design / Website Design / Website Programming / Website Content Management Development / Website Content Management Training / Hosting Setup / Production Planning / Print Management / Print and Production Quoting / Press Proofing / Proof Reading / Illustration / Photography
Results
We produced all marketing and strategy recommendations. Evergreen initially came to us with a $40,000 budget for a promotional video. We suggested that they begin by developing their foundation tools. We have currently produced a logo, positioning line, stationery, standards guide, brochure, folder, product information sheets, price sheets, package design, labelling research, posters, website and affiliated marketing. We designed the entire campaign in a few short months and have been received very well. Velocity not only assisted in the marketing but also the sales pitch to Sysco Canada who they are now selling to.