born free

let me be the one to inform you that yes, eggs *can* 100% be chic and 0% of that whole cliche “our organic, pasture-raised, non-GMO eggs come from happy, humanely-raised, grass-fed hens” narrative. (not saying there’s anything wrong with the former, but it’s very been there, done that energy, you feel me?)

enter the re-brand of Born Free.
in an effort to market ourselves as the lifestyle-driven premium egg brand, we went from Born Free Eggs to simply Born Free.
along with the name came a spanking new tagline, manifesto, package design, and 360 campaign. our new brand identity became a story about culinary exploration, with our new demographic consisting of mindful tastemakers—consumers who crave elevated and edgy food experiences beyond the classic egg-y breakfast fare.