Chippindale Foods introduces vintage-inspired packaging for Free Rangers egg brand
Chippindale Foods has worked with Elmwood to update the packaging design of its Free Rangers brand.
Inspired by posters from the 1940s and 1950s the design aims to capture the brand’s British heritage and the premium welfare standards behind it.
Elmwood started with creating a new strapline for the brand – ‘The pick of our farms, the pride of our nation’ – to position the brand before conceiving the vintage-inspired branding.
Nick Chippindale of Chippindale Foods commented: “We’re fiercely proud of our heritage and top quality produce, and Elmwood’s new design for Free Rangers has really brought this to life. The new packaging shouts to customers about the excellence of our free-range eggs, and perfectly captures the spirit of the company. We are delighted with the results and excited at seeing them on supermarket shelves.”
Caroline Dilloway, client service director at Elmwood added: “The Free Rangers eggs brand brief was a real blessing - a British third generation farming family, located in the grounds of a former World War II cold store, with state of the art manufacturing and a super tight supply chain of higher welfare hens and high quality eggs - it doesn't get much more authentic than that.
“We built on the brand's authenticity by creating a concept that was proud and revolutionary, putting the hens in control and enjoying their freedom.”
The new branding serves to justify the middle-premium price point of the product and appeal to consumers who value high quality produce and food provenance.
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Elmwood is the world’s most effective brand design consultancy. A bold statement, but true. We’ve won more Design Effectiveness Awards than anyone else in the history of the scheme, recognition of our work’s commercial success.Elmwood began as a small, local agency in 1977, and whilst we now have studios in Leeds, London, New York, Singapore, Hong Kong and Melbourne, we’re still very much independent.
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