Antonia Skaraki Advertising – Avgoulakia

The Brief: When you want to taste a classic product in an unexpected way, you need unexpected packaging. That’s what we had to create for Avgoulakia, through a concept that could convey the uniqueness of the brand.

Our Creative Work

Once upon a time… there was a creative team. That’s their story; a story about heroes and heroines, and creators that decided to play outside the box! A story about eggs, aka a commodity product, and an unexpected branded experience.

Step 1: Mood board

The right packaging always makes a difference. After all, unlike other types of design, product packaging design results in something tangible. It’s much more personal: we hold and share it. That’s why we wanted to create packaging that would convey the laid-back, carefree mood of the brand.

Step 2: Storytelling

Storytelling is as old as time… It’s in our DNA to repeat and relive stories that delight us. That’s why all brands need a little help crafting a cohesive narrative. And all great stories start from within; in our case, from everyone in the creative team! We remained closely involved in the project, and ‘lived’ as imaginative characters for over a month, creating the Avgoulakia heroes and heroines, like Captain Mahe for free-range eggs, Madame Coco for bio eggs and Miss Nelly for barn-laid eggs!

What’s more, paying homage to the brand’s Greek heritage and culture, the names and the attire used for the three chickens-heroines were selected especially for the Greek market. For example, the name Mahe (for Captain Mahe, used for free-range eggs) means ‘fight, battle’ in Greek. Wearing jean overalls and a red bandana, and having a tattoo on her left arm, Captain Mahe is a classic symbol of a female, Greek rebel!

And just like that, a great story was born. Then all we had to do was… well, just stay on script and add some extra –but important– details.

Step 3: Packaging Details

A crown for an egg: the symbol of creation. For millennia across the world, the egg has been the most powerful symbol of all… Even the world emerged from an egg! Our Avgoulakia creation needed its own crown – and it got it!

Extra details like that little one highlighted the effort that was made for the creation of a distinct, different experience.

Step 4: Final Touches

The chicken or the egg dilemma is commonly stated as: Which came first, the chicken or the egg? Well, in these packages, the chickens definitely steal the show… enriched with vivid, bright pops of color that brought a modern twist!

And did we mention that once empty, the colorful boxes can be used to give children hours of fun, as the internal part of the packaging includes games – such as word search puzzles?