Good Eggs Brand

A challenger brand for Good Eggs, winning hearts, minds and mouths.

When I joined Good Eggs in the spring of 2014, they had the beginnings of a winning cult brand: a unique offering, a homespun, heartfelt look-and-feel, and a whole lot of heart. I led the team in refreshing the brand back in 2014, but things change quickly: the food delivery space has crowded, and we've made tweaks to our value proposition that weren't fully captured in our brand expression. It was time for an upgrade. In 2017, we began the process of refreshing the Good Eggs brand, reintroducing the company with a cleaner, bolder, more persuasive story that better communicated the game-changing improvements we've made since then. Throughout 2017 and 2018, this new brand came to life across our digital products, packaging, out-of-home, collateral and marketing channels.