2015 - present
Vital Farms
STRATEGY
BRANDING
packaging
UNPACKING WHO YOU ARE
Vital Farms was the first to bring Pasture Raised eggs to market. They partner with family farms and ensure that the hens have at least 108 sq. ft. of pasture. The pastures rotate insuring that there are plenty of bugs and grass for the hens to eat, and that they’re bringing ethical eggs to people’s tables.
UNPACKING THE CONSUMER
Vital Farms had a huge opportunity to build continuity, clarity, and - most importantly - brand equity across all of their products. Pasture Raised was a category that didn’t exist yet. Although consumers might’ve been familiar with cage-free and free-range (which sound ethical, but actually means less than 2 sq. ft. of space for the hens) consumers wanted better eggs from better farms. The problem? They just needed to know what they were looking for.
PACKING IT ALL BACK UP
Chalkboard, watercolor, and similar artistic expressions have proven to be a terrific solution for packing a lot of information on pack, telling a beautiful story, and evoking the kind care the hens received from human hands – even if you don’t read the words on pack. It also allows the brand to easily distinguish between different product lines (like Non-GMO eggs from conventional eggs) and adapt to the unique positioning needed in different spaces (like eggs vs ghee).
Who is Vital Farms and what’s the difference between their eggs?
UNPACKING WHO YOU ARE
Vital Farms was the first to bring Pasture Raised eggs to market. They partner with family farms and ensure that the hens have at least 108 sq. ft. of pasture. The pastures rotate insuring that there are plenty of bugs and grass for the hens to eat, and that they’re bringing ethical eggs to people’s tables.
Vital Farms stands for ethically produced food.
unpacking THE CONSUMER
Vital Farms had a huge opportunity to build continuity, clarity, and - most importantly - brand equity across all of their products. Pasture Raised was a category that didn’t exist yet. Although consumers might’ve been familiar with cage-free and free-range (which sound ethical, but actually means less than 2 sq. ft. of space for the hens) consumers wanted better eggs from better farms. The problem? They just needed to know what they were looking for.
Every carton handled with care.
PACKING IT ALL UP
Chalkboard, watercolor, and similar artistic expressions have proven to be a terrific solution for packing a lot of information on pack, telling a beautiful story, and evoking the kind care the hens received from human hands – even if you don’t read the words on pack. It also allows the brand to easily distinguish between different product lines (like Non-GMO eggs from conventional eggs) and adapt to the unique positioning needed in different spaces (like eggs vs ghee).
THE IMPACT
Shoppers recognize quality–and can sniff out the bull****. 
The brand has created and led the Pasture Raised category. Vital Farms continues to provide ethically produced products to people in a fun and engaging way. The success has led the way for product innovation into butter, ghee, hard boiled eggs, etc. – that means cleaner eating and a cleaner conscious.