Proper Good Yorkshire Eggs – How Bluestone98 Delivered a Bold Rebrand

When a heritage brand wants to stand out on shelves, creative packaging can make all the difference. Bluestone98, an award-winning creative branding agency UK, was chosen by Chippindales – part of the Myton Group supplying Morrisons supermarkets – to spearhead the rebrand of its Yorkshire egg range.

The result? Proper Good Yorkshire Eggs – a name and identity bursting with local pride, authenticity, and standout design.

The Challenge

Chippindale Foods wanted to refresh their Yorkshire eggs range to stand out in the competitive retail market, particularly in Morrisons stores. The brief was to maintain authenticity, highlight local provenance, and modernise packaging for today’s conscious consumers. The goal: create visually striking packs while supporting long-term growth and sustainability objectives.

Our Approach

At Bluestone98, every project starts with understanding the brand’s story, values, and audience. For Proper Good Yorkshire Eggs, we combined research-driven insights with innovative design to develop a holistic branding solution.

Brand Identity

We crafted a fresh, authentic identity celebrating Yorkshire heritage, quality, and sustainability. Messaging such as “laid and packed in Yorkshire” and the “since 1930” mark reinforces the brand’s trusted history. Vibrant visuals and typography ensure the packaging stands out on shelves.

Packaging Design

Our packaging solutions are functional and eye-catching, balancing shelf impact with consumer appeal. The rebrand highlights sustainability and premium quality, so shoppers immediately understand the product’s value.

Retail Strategy

We provided creative assets for Morrisons’ retail launch, including digital and in-store materials. By designing a cohesive brand presence, we helped Proper Good Yorkshire Eggs connect with consumers and retailers alike.

Early Success Indicators

• Retail Launch: The newly branded eggs were introduced in 66 Morrisons stores across Yorkshire starting August 1, 2025, priced at £1.85 for a six-pack .

• Consumer Feedback: At the Great Yorkshire Show, the refreshed packaging was described by visitors as “capturing the essence of Yorkshire” and “a bright and fun addition to the egg aisle” .

• Brand Positioning: The rebrand emphasises local provenance with messaging like “laid and packed in Yorkshire” and includes a “since 1930” mark, highlighting Chippindales long-standing history in egg production .

Industry Recognition

The project has attracted attention from The Grocer and Packaging News, highlighting the design’s impact, strategy, and reception. Chippindale Foods has also earned recognition for carbon-neutral egg production, reinforcing market leadership.

Other Packaging & Branding Success Stories

At Bluestone98, we have a track record of delivering standout packaging and brand experiences across diverse sectors. Beyond Proper Good Yorkshire Eggs, our work has helped household names and leading brands elevate their visual identity:

• Swatch Watches – Creative packaging and digital assets reflecting innovation and playfulness.

• Harrogate Spring Water – Premium packaging highlighting natural quality and shelf presence.

• Black Sheep Brewery – Distinctive designs communicating heritage and craftmanship.

• Morrisons Supermarket – Multiple packaging projects combining functionality, visual impact, and consumer engagement.

These projects demonstrate our ability to blend creativity, strategy, and insight, creating solutions that look great and drive measurable business results.

The Results

Proper Good Yorkshire Eggs now benefits from:

• A cohesive, visually striking brand identity.

• Packaging that balances shelf impact with clear communication of quality.

• A retail strategy supporting growth and premium equity.

• Credibility through press coverage and industry recognition.

Why Bluestone98?

As a creative branding agency UK, Bluestone98 combines web design, branding, and digital marketing expertise to deliver creative, scalable, and future-ready solutions. Every project is designed to drive measurable results and strengthen brand legacy. The Proper Good Yorkshire Eggs rebrand exemplifies our commitment to talent, creativity, and results you can trust, helping ambitious brands thrive in competitive markets.