Mayfield is driven by the passion of three generations of an Oxfordshire farming family committed to providing the best care possible for their hens. Everything Mayfield does is focussed on achieving high standards and being the best they can be. Their focus on quality impacts everything they do, from the health and wellbeing of their hens, to the farms we choose to partner with, to the reliability of our service.

For the discerning chef who demands the best, Mayfield aspires to be the UK’s premium egg producer. As a progressive and forward-thinking business, the Mayfield team are always looking to push the boundaries. Their commitment to advanced and sustainable farming means their customers rely on them to consistently deliver the finest produce, enabling restaurants to meet their own high standards of quality and service.

Our design brief for Mayfield was to develop a new premium brand that would enhance their reputation in the world of restaurants and hospitality. Our remit includes brand strategy and product naming, through to visual identity and packaging design. Our objective was to reposition Mayfield to resonate with the premium end of the market, reflecting their core values in the quality of the design. We began by reviewing the existing Mayfield brand and talking to customers, with a view to launching the new premium range of Melior eggs as a sub-brand.

The new Melior product name and identity has been design to create a more premium feel for the brand, to enhance Mayfield’s reputation and develop new relationships within their target audience groups. The result is a premium proposition that sets an expectation, elevating the brand in the minds of buyers and consumers.