How colour-coded design helped simplify a diverse range

Delivering quality and affordability through unified egg packaging solutions

"Gut & Günstig" – which translates as ‘Good and Cheap‘ – is German supermarket chain EDEKA’s private label brand. It offers customers a wide range of quality products at affordable prices – including groceries, household items and toiletries – not to mention as one of the largest egg brands in Germany.

Which is, of course, a great fit for Hartmann, because if there’s one thing, we’re good at, it’s working with the world’s largest egg producers! And we’re just as good at working with small ones, too, in whatever ways they need us. In this case EDEKA was able to benefit from Hartmann’s expertise in grocery retail. It was a huge, complex project, but we helped them organise their wide variety of products, packaging sizes, and farming methods into a single, clearly unified brand identity.

Code Red…Code reen…how colour brought a big brand to order

Because ot the variety of eggs (from different farming styles) in the EDEKA Gut & Günstig range, we needed to design a consistent visual identity to unite them all. We created a bold, simple look that’s instantly recognizable, has on-shelf impact and yet differentiates between the different egg types. So barn eggs, for instance, come in a red carton, light green denotes organic eggs and the golden brown label is for free range.

Which means even with the wide variations in package sizes and egg types, the entire range stands out as one, and yet customers can tell at a glance which eggs they want.

EDEKA Gut & Günstig: Giving customers a reason for every season

Seasonal and year-round egg packaging promotions: Hartmann delivers festive baking and creative easter solutions

And even more: we’re also launching two seasonal promotional packs for the 15-pack of barn-raised eggs: ‘Baking’ for the lead-up to Christmas and a ‘Colouring’ promotion for Easter (which contains all white eggs for easy colouring).

And then of course, the ‘12-egg promotion pack’ is available all year round as a 10+2 promotion – buy 10 eggs, get 2 free. All in all, a well-rounded offer - stay tuned for more.

About Edeka

EDEKA stores distinguish themselves as full-range retailers, particularly through their close customer relationships, personalized advice, and wide selection of fresh groceries available daily. They come in various sizes and market types, but all share a clear focus on quality and service, true to the core message of EDEKA’s identity: „Wir 💛 Lebensmittel”, which means "We 💛 Food."

The core business of the EDEKA brand lies in its brick-and-mortar supermarkets and consumer markets, most of which are operated by approximately 3,400 independent retailers. These retailers own their stores and enjoy full entrepreneurial freedom. This allows them to adapt their product range to regional or local preferences and meet individual customer needs. A personal touch – that’s the recipe for the retailers’ success. Their ability to respond quickly and creatively to changing market demands, combined with a clear focus on their strengths that set EDEKA apart from the competition — such as the shopping experience, true variety, service, and personal advice — ensures they always remain competitive.