Pearlfisher gives Consider Pastures egg brand “emotive” new look

Consider Pastures’ branding puts the “imperfect shape of the egg” front and centre, with an updated carton and geometric patterns.

Pearlfisher has unveiled a new brand for Consider Pastures, a company that specialises in “humanely-raised, organic and free-range” eggs.

Founded on the basis of sustainable farming, the company says it offers the “gold standard” in the world of eggs. Its focus on sourcing from small family-run farms and pasture-raised environments allows hens to “roam and behave naturally”, it adds.

The work has been done by Pearlfisher’s New York office, with the project extending to brand strategy and design, as well as packaging. The idea was to “establish a more emotive connection” with consumers, in comparison to competitors, the studio says.

Christian Bird, the studio’s creative director, says Pearlfisher was approached for the project because of its proven track record of “creating desirable and conscious brands capable of cutting through categories and culture”.

“Wallpaper-like” packaging

The brief was relatively open for the team, Bird continues. “The client knew from the outset that they wanted a unique brand experience and they gave us the freedom to deliver on that expectation,” he says.

One of the most significant elements of the design work is the egg carton itself. Kitman Leung, design director at the studio, says the revival and adaptation of the classic packaging solution showcases Consider Pastures’ “commitment to doing things in an elegant and choiceful way”.

The packaging is adorned with a geometric egg pattern on the top of the pack, and this is carried through to the side panels too. The pattern work is designed to celebrate the “naturally large and imperfect shape of the egg”, according to Leung.

Additionally, when stacked on a supermarket shelf the continuous pattern creates a “wallpaper-like” effect, she says. This was done so that the product would “feel fit for the home rather than allowing category expectations to dictate design,” according to Bird.

“The design features an egg pattern, which you might expect to find on kitchenware and textiles, but it fits perfectly with the vintage carton packaging,” he adds.

Monogram and “discoverable details”

The new Consider Pastures monogram is made up of a stylised C and P and the icon is inspired by Phi, the studio says. Phi is the 21st letter of the Greek alphabet and as a symbol is commonly used in mathematics and science as a reference to the “golden ratio”.

As Pearlfisher puts it, the golden ratio “suggests that the brilliance and infinite detail that naturally occurs in nature is the idea standard for beauty”. The monogram is accompanied by a set of similar icons which represent other facets of the business like “care” and “cultivate”.

On pack and in communications, the monogram appears in gold while the wider brand uses a palette of blues and white. This warm scheme of colours, as well as “discoverable details” found elsewhere in the packaging design, “enable the design to go deeper than the surface”, the studio says.

The gold has particular significance, Bird says. “[The] golden symbols represent the uncompromising standards the hens are raised with – open natural spaces, quality feed and more,” he says.

Set apart from the “conservative egg category”

The studio says the monogram, as well as the “hand-gathered” seal and embossed messaging highlight the “hand-crafted” approach that Consider Pastures employs for raising and sourcing eggs.

The sum is something that marks Consider Pastures out from the wider “conservative egg category”, according to Bird.

“We were able to tell this story through the layers of the brand design,” he says. “Overall, the design really shines on-shelf with the egg pattern working to great affect – less of an ‘egg’ carton, more ‘gift’ box.”

What do you think of Consider Pastures’ branding? Let us know in the comments below…

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  • Ronan April 8, 2021 at 2:58 pm

    No guys. This is bad design. This is not recyclable or compostable; something which regular cartons are. Gold foils, heavy inks, pressed card. It’s all wrong, trying to elevate a product in the marketplace for profit, without regard for any other concerns. These are just eggs.

  • Maria Ana Neves April 11, 2021 at 3:15 pm

    In the last century, I would be delighted to see Design applied in this way: adding perceived value to a product through packaging design, allows the business and brand differentiate and increase price, the retailer’s margins too, and eventually a customer satisfaction. Tom Peters called it “Prettyfication”
    And I agree, this is a missed opportunity for Design, one that Design Consultancies like Pearlfisher actually make a real change.
    What if this beautiful packaging was designed for a long life? Could it be returned to and reused by the brand? Or designed to have a second purpose at home? Or designed to be a modular system for a kitchen? or a turned into a beautiful serving dish? or for steaming or boiling or baking something to be cooked with the eggs?
    Eggs are perhaps one of the most amazing packaging design by nature: the simplicity, the form, the way this packging is produced (3D printed) inside the chicken wrapping and protecting eggs, the way it truly protects a product, and yet is so simple to open. The way the elements are not waste, but organically designed to even be eaten… I could go on with it.
    Love the graphics, but truly feel there is so much more potential for Design than make things look nice in a retail shelf.

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