Eggology Launches New Brand Identity

Eggology, the maker of premium-quality and fresh liquid egg whites, announces the unveiling of a complete brand re-launch effort that better aligns the company with its core audience of athletes and fitness enthusiasts. Included in the rebranding effort are a new logo, website, packaging, social media channels, marketing partnerships and more. The launch of the new brand identity is the result of more than seven months of qualitative and quantitative research, testing, and design work. "Since its initial launch in 1993, Eggology has been a brand with very strong ties to the bodybuilding and fitness communities," explained Marketing Director Mitch Cooper. "Over the years, our audience shifted, but the brand remained static. This effort helps to realign Eggology with our core audience, their interests, and lifestyles."

The cornerstone of the rebranding effort is the new Eggology logo - a stylized letter "E" composed of an egg, a droplet of liquid egg whites and a spoon. "The Eggology logo is the strongest component of our brand and forms the core of our community," Cooper said. "The new, iconic Eggology 'E' will become integrated in the brand identity through marketing and communications materials, packaging, sales initiatives, and everywhere else Eggology can be found." Beginning in September, Eggology products will be sold in more convenient gable-top boxes instead of wide-mouth plastic jars, a change made possible by the company's investment in state-of-the-art egg separation, pasteurization, and fulfillment technologies.

The new packaging carries through the new look of the brand with striking colors and imagery, interesting facts about Eggology egg whites, and helpful recipe and meal preparation tips. To further extend this brand re-launch, Eggology has developed strategic alliances with respected fitness partners, CrossFit, Inc. and Jeanette Jenkins - The Hollywood Trainer. "CrossFit and Jeanette Jenkins are two of the most respected players in the fitness industry," Cooper added. "Their fan-bases are extremely passionate, and Eggology felt these partnerships were a natural fit with Eggology's commitment to athletes and fitness enthusiasts." Cooper noted that the new brand identity will also improve the in-store experience for consumers and retailers alike. "This redesign will not only make it easier for consumers to identify Eggology products at their local grocery store, it will also allow for easier authorization and planogram planning for our trusted retail partners." Eggology is a brand of Pearl Valley Farms.

Source: Eggology