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Sometimes the sense of "family feeling" in a product range can fade. That's when we need to take a step back, gather ourselves, and clarify our ideas. With AIA eggs, each variant was so distinct that we saw the packaging as an easy-to-read "identity card" providing all the necessary information in a simple and clean way.

the brief:

Eggs are part of our day-to-day diet. They provide vitamins and minerals including selenium, iodine, zinc, vitamins D and E and the whole Vitamin B group. Another reason for their popularity in cooking is their versatility: packed with proteins, they are also used as a thickener or emulsifier in a variety of recipes. Aia is one of Italy’s largest manufacturers and dealers, and guarantees its customers farm-to-fork quality and controls. In order to stand out in the egg sector, it is necessary to achieve high visibility. It is also vital to have a reputation as specialists offering a complete range of products and different quality standards, which are difficult for competitors to recreate. The aim of the project was to harness brand and product identity to convey its expertise and the large range of products that make it unique in its field. The result sees a highly structured design system which is neat, precise and conveys the brand’s professional, sound and reliable approach. At the same time, it provides a clear perception of the brand’s respect for nature and dedication to people.


In order to create a range system which would be striking whilst also establishing the difference between the various sub-lines and variations, we used packaging in a wood pulp colour, and all the space available on the label. The organisation is key. Each space has its own purpose. The style strikes the right balance between the rigid structure of the lines, and the warmth of the font. The latter is intentionally rustic yet somewhat dynamic, recalling the human work involved. The colour of the wood pulp, which establishes the main visual impact, is recalled in the sleeve on the label showing the name of the sub-line. Overall it is a clear, clean and well-structured system allowing customers to find their way around the whole range with ease.