Brand Strategy and Identity for Hello Eggs

Hello Eggs, an Indian egg retailer, sources directly from farms. After years of service, they had an appetite for something new. With competition heating up and their offerings evolving, they needed a brand as fresh as their eggs. Our challenge is to build a brand strategy and identity that conveys simplicity and wit, while demystifying critical information for customers, leaving them with clarity and smiles.

We aim to avoid jargon, making information easy for customers to understand. Our communication should be fun yet tasteful, balancing wit with respect. Managing customer emotions with a mix of sense, sensibility, and light-heartedness is essential.

The new logo embraces a playful and cheerful design, featuring a rising hand to mimic Hello Eggs' positioning statement 'Thinking out of the shell' and incorporating the 'hello' word in the name.

The brand idea, 'Think Out of the Shell,' is a crisp and intelligent expression driven by the innovative spirit that the brand brings to business and the experiential value it seeks to provide to consumers.

The second goal was to create a visible and approachable brand that felt accessible to everyone. We used a playful color palette and a welcoming font designed to look fun and witty, rather than sticking to typical healthy green visual cues.

To carry the brand idea, we utilized "Naughty Monster" by Ardyanatypes, which exudes a cheerful and playful impression, making it easy to remember and fun to engage with. For body text, we chose "Milligram," a grotesque sans typeface designed by Cosimo Lorenzo Pancini and Andrea Tartarelli.

The new identity allows for a seamless expression of no-nonsense fun and friendliness, paving the way for Hello Eggs to continuously evolve into the future.