This design project began with generating a new brand name specific to the Estonian market for fresh eggs.
Eggs are interesting products to brand and package. For such a basic product, the packaging really just has to protect, legally must carry the word “egg”, and one of the few distinguishing characteristics is egg size. The customer tends to look for honest goodness and believes that yolk colour is an indicator of taste quality.
“hää” (colloquial “good”) was proposed as the anchor of the branding solution as it has all the right associations. This “hää” combined with size and the word egg then resulted in a brand family: pisi-, paras-, suur-, and hiigelhäämuna. The directness of this solution suggests a reliable product and this simplicity was extended to the egg symbol of the hää brand mark.
The brand family was colour coded and pack design carefully took into account how many packs would appear together on the supermarket shelf.
Printing area on the carton is limited and typical egg pack design solutions create frames to the edges – häämuna avoids this, making use of white space for a clean effect, and allowing pack sizes of 6, 10 and 15 eggs to match each other closely.