Landor Creates Imagic™, a New Generation of Egg Packaging, for the Hartmann Group

Landor Associates, the world's leading brand strategy and design consultancy, has developed an innovative new generation of egg packaging for the Danish Hartmann Group. 

Landor Associates, the world's leading brand strategy and design consultancy, has developed an innovative new generation of egg packaging for the Danish Hartmann Group. Hartmann is one of the world’s three largest and is Europe’s number one manufacturer of moulded-fibre packaging with operations in Europe, America, Asia and the Middle East. The group’s portfolio includes packaging solutions for eggs, berries and fruit as well as industrial packaging for mobile phones, consumer electronics and microwavable meals. Landor's Hamburg office had worked with Hartmann for more than a year to develop Imagic™, a revolutionary egg packaging that perfectly combines form, function and aesthetics. This thoroughly modern design respects the shape of the egg, allows easy opening and provides for multiple graphic design possibilities, including inside printing and labelling. Product and packaging now form an integrated whole, ensuring the most stable protection and safest handling. Available in ten colours, Imagic posseses superior on-shelf product presentation and differentiation. Prior to launch, the product underwent extensive market testing in Germany, France and the UK, revealing an above average trial purchase rate of almost 75 percent. The European roll-out of the new packaging started in February. "The design solution developed by Landor presents the packaging and product in a harmonious unit and ensures an attractive, superior product presentation" says Jörg Willich, Deputy General Manager and Creative Director at Landor Hamburg.