El Designo was called in to brand this fantastic local program which expanded at a rapid pace. The University of Alberta wanted to keep their heritage chickens from being replaced by more commercial breeds. This unique egg/chicken ownership was the solution. The idea was not only to have wholesome/free-range eggs available to the public, but to brand the hens producing the eggs as well. We shone a spotlight ”on the girls" and people could adopt any breed of hen and name her whatever they wished. Customers would receive their very own adoption certificate in the mail, complete with their hens new name.
We provided the identity, key messaging and the tone/theme which helped introduce that something different was happening in the Edmonton egg market. The theme reflects the egg programs that were around in the city back in the 1950's-1960's and we patterned the design from that time period. The egg carton is a special teal colour which was used to not only to enhance the retro-design but to stand out from other egg cartons in the market. The website alone gets over 250-1000 hits a month, and because of the program’s overwhelming success, Heritage Chickens is launching two sister programs selling chicken meat and chicks for people to raise.