Growing concern over animal welfare, combined with an emphasis on healthy eating, has led to a surge in free-range egg consumption. Differentiating a brand endorsed by a grower in such a competitive environment is crucial.
The challenge was to capture the Fyfe family’s commitment to ethical farming and their legacy, while simultaneously appealing to modern consumers who are health-conscious and attuned to branding.
An illustration-led design brought the Fyfe family story to life, emphasizing the care and consideration given to each egg and helping to narrate the free-range story.
While the category often relies on full-color photography and clichéd imagery of chickens in fields, Fyfe Family Eggs stands out as iconic and straightforward. This simplicity and authenticity hearken back to the Fyfe family's roots as down-to-earth, 3rd generation chicken farmers.
“We look after the hens, and the hens look after us” a phrase the Fyfe family have used for generations. These are the little gems we love, helping to tell the brand story in the most authentic way.
Meet the Fyfe family
The range is in Coles stores nationwide, and the Fyfes are proud to have their name displayed on the packaging.
How we helped:
Strategy
Branding
Illustration
Packaging Design
Merch
Website Design & Build
Who helped us:
Photographer: Cat Black
Production Company: Eric Tom & Bruce