Happy Egg - Packaging design

conceptual design design egg egg design Free Range Egg package design Packaging

樂蛋

雞蛋是人體蛋白質營養重要的來源，更是每日不可或缺的食材。歐盟提倡禁止格子籠飼養，台灣僅有1%為放牧蛋。和一般籠飼蛋相比，蛋雞沒有施打藥物，抗生素不會殘留在雞蛋內，膽固醇較低，沒有蛋腥味，國人對於放牧蛋了解不多，因此想將放牧好蛋推廣給更多人了解認識。

提倡「吃一顆好蛋就像呼吸新鮮空氣一樣重要」。建立放牧蛋品牌「樂蛋」，嶄新概念結合透明PVC材質，設計可充氣式的緩衝包裝，傳達自由空氣的概念，突破市面上包材創新嘗試與挑戰。

包裝定位於高級百貨商場，呈現出自然、新鮮、乾淨的氛圍，不同於一般超市大賣場的陳列方式，吸引注重養生健康的消費族群，再進一步建立新消費族群選擇購買，達到推廣的目的。

臺灣人佳節習俗喜愛禮尚往來的形式，延伸設計三款節慶包裝，農曆新年、聖誕節、生日為臺灣人最常送禮的節日。提出放牧蛋簡單、圓滿，送禮送「健康」的概念，附上節慶相關小禮品，傳達給收禮的人營養健康又好玩的心意。

發行三本刊物，分別介紹放牧蛋的小知識、友善蛋農以及美味蛋料理，讓消費者更方便了解關於放牧蛋的資訊，為加強放牧蛋自由空氣的概念，刊物也使用可充氣材質將書籍包覆，並且達到設計的整體感，吸引更多消費者注目並開始認識放牧蛋。

目標

Eggs, indispensable ingredients, are an important source of protein. EU has banned on conventional battery cages used in egg production. Free-range eggs are not widely promoted in Taiwan due to people’s lack of relevant knowledge.We create a brand for free-range eggs named Happy Egg. Our brand is built on six notions: friendliness, happiness, freedom, sunshine, fertility, and water. Instead of traditional paper coating materials, we apply transparent PVC materials to cushion packaging. Also, we plan to issue three books, introducing the basic knowledge of free-range eggs, friendly egg producers, and egg dishes. Free-range eggs that symbolize simplicity, satisfaction, and health are fun and nutritious.

描述

We propose that eating a good egg is like having a breath of fresh air. We create a brand for cage-free eggs named Happy Egg. Our brand is built on six notions: friendliness, happiness, freedom, sunshine, fertility, and water. Instead of traditional paper coating materials, we apply transparent PVC materials to cushion packaging, which not only speaks for the concept of free air but also prevents collision.

放牧蛋議題

Problem Analysis

Eggs, indispensable ingredients, are an important source of protein. EU has banned on conventional battery cages used in egg production. Free-range eggs are not widely promoted in Taiwan due to people’s lack of relevant knowledge.

設計解決方法

Solution

Our brand is built on six notions: friendliness, happiness, freedom, sunshine, fertility, and water. Instead of traditional paper coating materials, we apply transparent PVC materials to cushion packaging. Also, we plan to issue three books, introducing the basic knowledge of free-range eggs, friendly egg producers, and egg dishes. Free-range eggs that symbolize simplicity, satisfaction, and health are fun and nutritious.