Egg Story
Innovating a commodity
Our client, The Pasteurized Eggs Company invested in technology to produce the only pasteurized shelled eggs in Singapore & we helped them brand & introduce these eggs into the Singapore market. Tangible positioned the brand to appeal to an increasing segment of consumers who is both health-conscious and protective over the foods their loved ones consume. The brand strategy also built in many ways to provide consumer reassurance from; product seals & user-friendly information on pasteurisation to safe recipes using raw or under-cooked eggs.
Marketing & Communications
Tangible developed the name ‘Egg Story’, Pasteurized ‘P’ mark, and a brand identity system that harnessed info-graphics to inform & reassure buyers about the shelled egg pasteurisation process.
Market research gave us insights for ‘Egg Family’ characters with the mother as the hero and inter-generational protector. A website was then developed to illustrate the pasteurisation process, benefits & opportunities to bring pasteurised eggs into your daily routine. Final Tangible develop all the marketing collaterals & point of sales materials for the brand launch.
People & Culture
Tangible built 2 rounds of market research into our proposal. Firstly we needed to understand how different consumer segments felt about egg related health issues & secondly we wanted to see how different packaging design was received. The results informed the final brand purpose statement & the preferred packaging design (a clear winning packaging design soon emerged).
Products & Services
Tangible explored different opportunities to present the product offer. Supermarket exit surveys provide the most effective means to test packaging concepts, which resulted in the final packaging design.
Spaces & Places
The supermarket proved to be the most challenging space, because to keep pasteurized eggs at their best they are recommended to be stored in chiller cabinets. This meant we needed to divert traffic away from the egg isles toward the chiller cabinets. Tangible created an arsenal of visual equity (The egg family, a chequered table cloth, the ‘P’ mark & in-store signage) to use in the war of supermarket standout.
