Golden Irish
The mission
Eggs are nutritional powerhouses. A staple of the weekly shop, they’re versatile, sustainable, and loved by consumers across all demographics. But despite their broad appeal, they’re seen as a commodity. For over a decade this perception posed an ongoing challenge for Golden Irish. This project set out to finally change that.
In a world where consumers are increasingly driven by health & wellness, sustainability, and the desire to support local Irish brands, the time was right to reposition Golden Irish. Together with Bord Bia, we embarked on a mission to elevate the brand in its entirety, from its core proposition to its visual identity.
The question
How do we shift the perception that ‘an egg is an egg’?
Golden Irish always had a fantastic story to tell, but now consumers were ready to listen. As a second-generation family-run business, they source their eggs from farming families in Cavan, Louth, Meath and Monaghan. Their free-range eggs are not only delicious and nutritious but are also produced to exceptional standards of animal welfare with sustainability firmly at the heart. The brand had everything it needed to re-enter the market with a compelling and distinctive proposition.
To shift perceptions, creating a deeper, more emotional connection with consumers was essential. We distilled the brand’s core truths into a single unifying message: We love eggs. This message became the centrepiece of the packaging design and brand story.
The transformation
Consumer research was the backbone of this project, conducted in two rigorous phases to ensure every decision aligned with consumer expectations while pushing the category forward.
The transformation balanced respect for existing brand equity with bold, innovative changes:
Disruptive packaging
A premium, distinctive format – the first of its kind in Ireland. This visual cue instantly communicated to consumers and buyers alike: these were not just any eggs.
Enhanced brandmark
Adding ‘Farm Eggs’ reinforced the provenance and family-run ethos central to the brand’s story. A graphic of two eggs nestled together with ‘heart yolks’ represented the care and passion that goes into producing every single egg.
Visual identity
A distinct visual language and pattern captured key brand truths, from animal welfare to sustainability, and created a cohesive identity. This was seamlessly extended across Golden Irish’s liquid egg range, ensuring a unified and robust presence throughout its portfolio.
The final step in revitalising the Golden Irish brand was bringing it to life online. The new website serves as a dynamic platform where consumers can immerse themselves in the brand’s story, discover delicious recipe inspiration, and learn more about the people behind Golden Irish. It highlights the care, passion and dedication driving the brand forward, ensuring consumers connect with Golden Irish in a deeper, more meaningful way.
The result
Since its launch, the response from consumers and retail buyers has been overwhelmingly positive. The project is a testament to the power of aligning brand truths with consumer values. By telling an authentic story and creating an emotional connection, Golden Irish has transformed from a commoditised product into a beloved and trusted brand.
