It positions this bright new snack sensation to appeal to everyone from hungry kids to gym-going protein lovers.
The Cheshire-based Crackin’ Egg Co. (named by Robot Food) were bringing hardboiled, ready-to-eat eggs to market. Although big in Europe, this was going to be a UK first. The eggs would also have a 100% natural, protective coating to keep them fresh for a month.
The new brand identity would need to position them as a tasty snack, give maximum shelf-shout, and appeal to curious consumers. Positioning had to be clear and sensitive but also bold and appropriate for the snacking market.
After creating the quirky name and punchy brand story, Robot Food designed a fun, lighthearted identity featuring a friendly on-pack hen character, and put together a striking colour palette. The colour’s hand-made quality and subtly uneven treatments hint at naturalness, and the convenience is reinforced with messages such as ‘Smashing for salads, snacks and lunchboxes’. Sachets of salt and black pepper, sweet chilli, and sour cream and chives introduce extra flavour appeal. Sizes are twin-pack and multi-pack.
Rob Shaw, company owner, said, “Robot Food have done us proud. The brand identity is fun, lighthearted and displays touches of quirky humour. We wanted to make ready-to-eat hardboiled eggs a truly accessible snack, and thanks to Robot Food, we’ve done it. So far, we’re listed in Ocado and Spar. Smashing stuff.”
Simon Forster, Robot Food’s creative director, added: “Eggs are the ultimate superfood snack, and this was a great opportunity to give an innovative product an eye-catching identity. Personality was key, and we created a suitable quirky identity to appeal to all ages and snacking requirements.”