Rebranding and brand platform for a family poultry farm: turning an everyday product category into a story about family care — and about choosing this brand for those closest to you.
Business problem
When a good product stopped selling itself
For years «Avangard» concentrated on the quality of the product and paid almost no attention to the packaging and to how the brand was perceived on the shelf.
Sales began to fall steadily. Regular price promotions no longer brought the old dynamics back, and some items were at risk of being dropped from the assortment matrices of major retail chains.
The problem was not in the product, but in the way it looked and was perceived.
How the brand looked before the rebranding
Packaging: the category and the word «freshness» instead of a brandLogo: handwriting without a mark and without a promise
This is the category in which the product has to sell itself: dozens of nearly identical packs, between which the shopper chooses in a second.
Brief on the project
Eggs are a category where products often look the same. The brand had to stop being just another pack on the shelf and become a clear, warm, recognisable choice for the family.
What the agency had to do
Formulate a new meaning platform for the brand.
Describe the architecture of the product lines.
Renew the visual system and the packaging.
Create a foundation for developing product lines under a single master brand.
Brand DNA · positioning concept
A family attitude to taste and quality
Insight
All eggs look the same until you learn who produces them and how. Behind a simple product there is always a different attitude — to quality, to details, and to the people whose table it ends up on.
Essence
What is born in a family business and passed from generation to generation earns a particular trust. «Avangard» is a family poultry farm founded in 1978. Three generations work on the taste and the quality of a simple table egg.
Reason to believe
Because in a family everything matters — from the shell to the yolk.
The concept in full — from the shell to the yolk.
Solution
Meaning became a system
On the basis of the approved DNA we assembled a coherent image of «Avangard»: the mark, the identity, the key visual, the packaging and the logic of the product lines. The family attitude to taste and quality became visible not only in words — it moved into the shape, the colour, the image and the details of the pack.
01
A single system
Mark, logotype, descriptor and slogan — a clean and noticeable foundation for the brand.
02
Packaging within the line architecture
From meaning to a visual system:
mark→image→packaging→lines
03
Key visual
For the brand identity and for advertising: a girl, a hen, light, trust.
Mark and logotype
The letter «A» with a feather is a mark that reads both on the shelf and at a small size. Below it sits the descriptor «a family farm since 1978»: the age of the company works for trust instead of promises.
The slogan «For those closest to you!» is handwritten — and that is the very family attitude the rebranding was started for.
Line architecture — three versions of one system
OptimumOnly what the hen has laid. And nothing else.Immune strengthWith selenium and vitamins.MaximumWashed, oil-treated, with a bright yolk.
Colour carries the benefit, everything else is shared: the mark, the slogan, the image. The shopper chooses inside the brand rather than between brands.
Key visual
The image works both on the pack and in advertising: a girl, a hen, warm light — the family attitude reads without a single word.
What the brand gained
PlatformA family attitude to taste and quality — formulated and secured for the brand.
Mark and identityThe letter «A» with a feather, the descriptor «a family farm since 1978», a handwritten slogan.
Key visualOne image that works both on the pack and in advertising.
Line architectureThree versions under a single master brand, with colour carrying the benefit.
+400%sales after the rebranding
