Since 99 per cent of the eggs produced in Taiwan come from battery cages, the packaging concept of “Happy Egg” is to create and lend eggs as food a new kind of image. In addition, it is also the aim to advocate free-range eggs and promote local agriculture. The brand developed for this purpose is built on six notions: friendliness, happiness, freedom, sunshine, fertility and water. The packaging is made of transparent PVC material to both symbolise the free-range production of these eggs and protect the eggs against damage. Based on Taiwanese festivals and customs, three distinct packaging designs were created for the Chinese New Year, Christmas and birthdays.