HAPPY EGGS
Com o compromisso de focar ainda mais em bem-estar animal de um mercado de commodity, Happy Eggs precisava deixar de ser apenas uma linha dentro de Ovos Mantiqueira. Nosso desafio, ao lado da Mantiqueira Brasil, era apresentar ao consumidor um portfólio completo de ovos de galinhas livres. Assim, entendemos que Happy Eggs é a Marca da companhia que tem a maior capacidade de concentrar um portfólio 100% voltado à qualidade de vida animal e gerar mudanças significativas para este segmento.
A Marca é a personificação da essência da Happy Eggs – alto-astral, livre e leve. A liberdade da galinha fica evidente na sua forma fluida, orgânica e limpa. Seu carisma e espontaneidade se manifestam na dupla leitura que a marca tem: o sorriso, que dá ao símbolo a força de um personagem que ganha vida em diferentes expressões na linguagem. O universo visual acompanha a veia bem-humorada da marca. As ilustrações e as padronagens foram inspiradas na linguagem pop, com muito movimento e energia. A paleta de cor conta com tons vibrantes e alegres que se relacionam com cada um dos produtos da linha. E a tipografia robusta e arredondada reflete o carisma das nossas mensagens.
A voz da marca traz um jeito genuíno e verdadeiro para fazer rir e refletir sobre a realidade da granja. O Universo Verbal se expande em frases que brincam com a cultura popular de forma inteligente, trazendo acolhimento e didática para mudar o futuro.
With the commitment to focus even more on animal wellness in a commodity market, Happy Eggs needed to stop being just a line within Ovos Mantiqueira. Our challenge, along with Mantiqueira Brasil, was to present the consumer with a complete portfolio of free-range eggs. This way, we understood that Happy Eggs is the company's Brand with the greatest capacity to concentrate a portfolio 100% focused on the quality of animal life and to generate significant changes for this segment.
The Brand is the personification of Happy Eggs' essence - high spirits, free and light. The freedom of the chicken is evident in its fluid, organic, and clean shape. Its charisma and spontaneity are manifested in the double reading of the brand: the smile, which gives the symbol the strength of a character that comes to life in different expressions in the language. The visual universe follows the humorous vein of the brand. The illustrations and patterns were inspired by the pop language, with lots of movement and energy. The color palette has vibrant and cheerful tones that relate to each of the products in the line. And the robust and rounded typography reflects the charisma of our messages.
The brand voice brings a genuine and true way to make people laugh and reflect about the farm's reality. The Verbal Universe expands into phrases that play with popular culture in an intelligent way, bringing warmth and didactics to change the future.
The Brand is the personification of Happy Eggs' essence - high spirits, free and light. The freedom of the chicken is evident in its fluid, organic, and clean shape. Its charisma and spontaneity are manifested in the double reading of the brand: the smile, which gives the symbol the strength of a character that comes to life in different expressions in the language. The visual universe follows the humorous vein of the brand. The illustrations and patterns were inspired by the pop language, with lots of movement and energy. The color palette has vibrant and cheerful tones that relate to each of the products in the line. And the robust and rounded typography reflects the charisma of our messages.
The brand voice brings a genuine and true way to make people laugh and reflect about the farm's reality. The Verbal Universe expands into phrases that play with popular culture in an intelligent way, bringing warmth and didactics to change the future.
As embalagens destacam os principais elementos do Universo Visual para gerar diferenciação e impacto dos nossos produtos no ponto de venda. Além da personificação da galinha e o uso de cores vibrantes, foram criados selos que facilitam o entendimento do consumidor às informações importantes contidas no rótulo. As laterais da embalagem também foram exploradas como ponto chave para estabelecer reconhecimento rápido de Happy Eggs nas gôndolas e entregar uma distinção eficiente entre os diversos tipos de ovos da linha.
The packaging highlights the main elements of the Visual Universe to generate differentiation and impact of our products at the point of sale. Besides the personification of the chicken and the use of vibrant colors, seals were created to facilitate the consumer's understanding of the important information contained on the label. The sides of the package were also explored as a key point to establish quick recognition of Happy Eggs on the shelves and deliver an efficient distinction between the various types of eggs in the line.
TIME Ana Couto, Rafael Torres, Luiza Cortoni, Marcela Madeliza, Amanda Cinelli, Kauan Miranda, Thalles Ferreira, Pedro Avellan, Carolina Alcântara, Raíssa Torres, Luiz Felippe Netto, Allessandra Dias e Bira Oliveira
REFINO TIPOGRÁFICO Fabio Haag
AGÊNCIA Ana Couto
2022
2022
