EGGLIFE
Cracking the code on healthy eating
Services
Brand Strategy
Brand Architecture
Design Strategy
Visual Identity
Packaging Design
Egglife had already cracked the code on healthy wraps, swapping flour for cage-free eggs to deliver a low-carb, high-protein alternative people actually craved. With strong awareness and a loyal following, the brand had proven there was real demand for better-for-you options that didn’t compromise on taste. But with expansion into new categories on the horizon, it was clear Egglife needed more than a strong product. It needed a brand that could scale.
The wraps were winning—but the brand wasn’t yet built to:
- Break through in-store with a standout, craveable presence
- Drive differentiation and communicate category context
- Own an unmistakable identity, laying the groundwork for future category expansion and innovation
The question we tackled with the Egglife team was one of readiness and recognizability:
Was the brand, and the branding, distinct and dynamic enough to fuel what’s next?
We uncovered two major tensions at the heart of Egglife:
- The product was craveable and category-breaking, but lacked the visual punch to reflect it. It leaned so heavily into egg visuals, it polarized consumers' interest and understanding of the product.
- The current identity didn’t provide a flexible enough system to scale across formats, flavors, or categories.
This wasn’t just about refreshing packaging. It was about building a holistic visual identity system: one that could power omnichannel awareness, drive shelf impact, and carry the brand across an eggcellent future portfolio.
Egglife’s packaging needed to work harder on shelf and in every scroll. Our approach centered around creating visual appetite appeal and instant benefit clarity. We leaned into food photography to make the wraps feel more indulgent and elevated core benefits like low-carb and high-protein to hero status.
- Added macro food photography to drive craveability and break category norms
- Established a consistent communication hierarchy for ease of navigation
- Heroized key product claims like “low carb” and “protein-packed” for instant shopability
- Developed a front-of-pack system that can flex across flavors and future categories
Other Work
going banana's with a classic frozen treat
Diana's