Flygrubs™ is a premium feed additive for backyard chicken and duck farmers. Its a high quality, earth friendly product and brand that focuses on sustainability.
BRANDING
This product needed to compete in a space heavily populated with half-assed branded products on amazon.com – think home made labels and 99design generic brands. It was priced slightly higher than its competitors, so needed to feel more premium and appeal to “classy backyard farmers” who perhaps cared about aesthetics more than previous products in the market gave them credit for. In short, ‘make this chicken feed really sexy’ – done, sold, I’m on board … haha.
I learnt that chickens are very fun to draw when you break them down to their simplest forms – they have the most flexible necks! I also learnt what a chicken wattle is (the dangly bit on their chin) and that some chickens have them and some don’t and we can’t discriminate (wouldn’t want to offend any chickens now XD).
The brand suite included chickens (and some supporting ducks), a pattern of stylised grubs (because really they’re maggots and you need to find a way to make them appealing), wiggly lines and an amazing colour palette of navy, greens – dark rich ones and dusty ones, and some dusty rose for the chicken crests; all complimented by a fluro green pop because organic sustainable brands don’t need to be brown.
PACKAGING
Originally the product would go in a bag, but it eventually ended up in a box. The box needed to be as few colours as possible for cost reasons, so we did 4 Pantones (white under print, Navy, Khaki and black) and utilised the kraft brown of the box to replace the brands dusty rose for the chickens crests and wattles. The Fluro green accent came in with a tape to keep the box securely closed. You probably wouldn’t initially guess the limited palette from looking at the box, which Im very happy with.
INFOGRAPHIC
The client required a diagram to explain how Flygrubs come into the world and the unique treatments that make them more special and considered (and ultimately a better product for your birds) than their competitors. Once again conveying some not sexy concepts (like maggots eating food waste) in a friendly digestible way.
