Package Design Illustrates How Hens Are Treated
Farmers Hen House, a premium egg company based in Kalona IA, came to Bader Rutter looking to refresh its brand experience among consumers as it prepares to expand into conventional grocery stores across the country. The collaboration not only supported the brand’s commitment to sustainability and the environment, but also seeks to ensure that consumers quickly and easily understood the value proposition on crowded supermarket shelves.
“As we explored the brand opportunities, there was such a strong commitment to sustainability at every turn that we needed to recognize,” said Ryan Miller, Farmers Hen House CEO. “From how we use solar power in our processing facility to implementing regenerative grain cycles, Farmers Hen House backs up what we say with a clear understanding of the responsibility to our hens and the environment. We explored the ties to this amazing legacy and explored the beautiful environment of the Midwest countryside. Ultimately, the final brand direction celebrates the holistic experience of Farmers Hen House. We tout how these eggs have been tended to at every step and that’s what is reflected to consumers at grocery stores across America.”
“We spent a lot of time over the last year connecting with consumers to gain a better understanding of what they are looking or in premium eggs, and proper animal care topped the list,” said Nick Praznowski, director of industry analysis at Bader Rutter. “The Amish and Mennonite egg producers aligned with Farmers Hen House make sure their hens are given room to roam, raised with the highest standards, and fed with nearby grain. Our redesign prioritized those facts in a way that resonates with consumers.” Adds Ned Brown, chief creative officer at Bader Rutter: “The design exploration was about putting their differentiators forward. To stand out on the shelf, the new identity brand needed to illustrate the incredible and meaningful care that goes into how their hens are treated. We’ve now intentionally put that forward to make it instantly recognizable.”
Farmers Hen House eggs, in their new packaging, are available at Publix locations, via Instacart in select locations, and are rolling out to many more grocery stores this year.
