eGGy!
Meet Century Egg, apologise, should be Sunghua Egg now. The hidden gem from the Chinese dining table is a black fermented duck egg with a creamy yolk. But get rid of your prejudices, it is nutritious, and you gonna fall in love with it if you’re a fan of eggs.Rebranding Sunghua Egg (Century Egg) - Experimental project studying the relationship between marketing design and individual’s behaviour, leading to an impact on culture
This project aimed to help Century Egg escape from its stereotype, making it to be accepted by the mainstream. After research and experiments, a storytelling strategy is used to develop the brand - EGGY. In the future, EGGY will develop more products and collaborations. Please don’t be surprised to see EGGY in the supermarket some days.
The posters are one of the most sucessful outcome from the project, it is created to promote a wide range of possibility of having Sunghua Egg on dining table, both traditional and fusion Sunghua Egg dishes are being professionally photographed. This doesn’t only help Sunghua Egg to establish an appealing image but also create a playful value within the dishes, making people more curious to try it out.
eGGy! The name “eggy!” is inspired from one of the response I collected from my flatmate, who hated the “eggy” texture from egg so much. I felt sorry about making her to suffer but her reaction is very inspiring for Sunghua Egg’s transformation. Her response highlights the key feature of Sunghua Egg - enchancing the eggy flavour from normal eggs.
Therefore it has become the name of the brand, which is clear and straighforward to tell the consumer of how Sunghua Egg gonna tastes like. Also alerting whoever hate eggs not to make themsleves to suffer from eating something “eggy”.
The GOOD eGG.
The tagline is designed to create a humor value for the brand, using the double meaning of “good egg” as a British old-fashioned slang to describe a “likeable person”.
This flyer is designed aim to promote and cultural neturalise Sunghua Egg, it is printed on paper with rough texture to remind the texture of soil, since Sunghua Egg is being fermented in soil for a couple months. The flyer also contains information about its health benefits and history behind to further remove people’s stereotype of Century Egg is disgusting and unhygenie, instead it is a healthy delicacy with a long story behind.
Process: Research & Experiments
At the initial stage of the project, I conducted research to analyse features of egg that stimulates appetite. I designed flyers and hand out to people randomly to collect rapid responses of what a “good egg” is.
to further explore more possibilities to expanding the brand and cultural netrualising Sunghua Egg and the brand Eggy, a few directions were suggested in the following:
1. Packaging
instead of purely wrapping with a piece of plastic, perhaps wrapping it with sleeve as well and make the packaging looks nicer? or maybe consider the use of material as well for ethical concerns.
2. Side Products
developing products in Sunghua Egg shape may allow more exposure for Sunghua Egg itself, make it more approachable and maybe turning it into a trend?
3. Collaboration
collaborating with different or well-known brand also beneficial for its exposure, making it looks more acceptable and inspire more possibilities for this novel product to exist in the Western society.