The Farmer’s Hen / Do good. Eat well
The Farmer’s Hen is a specialty egg brand
who partner with over 75 small, family farms across the United States.
Much of The Farmer’s Hen's early brand identity was borrowed from its parent company, CMC Foods, primarily a business-to-business egg co-packing company.
Partnering with design studio Benard Creative, we worked on a full-service rebrand that would communicate The Farmer’s Hen position as a high-quality, specialty egg brand.
Comprehensive consumer research revealed that a significant driver of brand loyalty in the specialty egg market is social responsibility: a brand’s commitment to animal welfare, sustainability and philanthropy.
The Farmer’s Hen were already committed to these values, however, they weren’t sharing this aspect of their brand with their customers.
Crafting a brand identity around the core values of providing families with affordable, humanely raised, high-quality eggs, we developed the tagline “Do Good. Eat Well.” All brand values and visual representation were derived from this message.
Along with the creation of the brand identity, tagline, mission and values, we created copy for The Farmer’s Hen’s consumer-facing website, packaging, in-store advertising and signage, truck signage, and social media content.
We developed a compelling narrative that underscored The Farmer’s Hen’s commitment to a sustainable, equitable future: from the small, family farms they partner with to the charities that care for the communities they serve.
