The Sheffield Egg is made by PJ taste, a Sheffield-based catering and food company committed to using locally-sourced ingredients whenever possible. I was asked to create a new brand that would offer an appealing ready-to-eat snack with stand-out presence.
In response, the Sheffield Egg was created. The new identity communicates the optimism and the sense of place that PJ Taste was looking for. I used a friendly, bold, confident logotype, simple visuals and concise use of colour to reflect the brand’s distinctive personality.
The Sheffield Egg uses a kraft-like cardboard to reflect the egg’s natural honest and ‘no nasties’ ethos, providing visibility in a tired retail environment. It was also important that the packaging still conveyed great taste and wholesome natural ingredients.