Proper Good Yorkshire Eggs: A Packaging & Branding Triumph by Bluestone98

We’re thrilled to unveil our recent partnership with Chippindales, part of Myton Food Group, to rebrand their beloved Yorkshire Eggs range as Proper Good Yorkshire Eggs. This project highlights Bluestone98’s expertise in food branding, packaging design, and retail POS, blending heritage storytelling with modern retail strategy.

Reimagining a Yorkshire Icon

Chippindales is a trusted egg producer based in Flaxby, North Yorkshire, supplying over 14 million eggs weekly through 65+ regional producers and retailers such as Morrisons. The brand relaunched in 66 Morrisons Yorkshire stores this August with refreshed, eye-catching design and messaging that emphasises provenance and quality “Laid and packed in Yorkshire” proudly stands at its centre.

Check out the feature in the Poultry News

A Holistic Creative Partnership

This project highlights how powerful strategic branding becomes when it’s applied consistently across every customer touchpoint – from packaging to point of sale and beyond.

We began by developing a bright, bold, and playful brand identity that perfectly aligned with the Proper Good tone. The packaging design followed suit, featuring eye-catching formats, vibrant visuals, and messaging that’s both clear and consumer-friendly.

To support the retail launch, we also delivered a full suite of in-store point-of-sale (POS) materials – all designed for consistency, impact, and ease of recognition on busy Morrisons shelves. Most importantly, the creative direction remained grounded in storytelling – emphasising Proper Good’s Yorkshire roots and commitment to the local farming community.

By delivering a complete, integrated solution – branding, packaging, and retail activation – Bluestone98 ensured that Proper Good Yorkshire Eggs launched with maximum credibility, clarity, and impact.

Building a Brand That Speaks Local, Works National

Working closely with Chippindales, our brief was clear: craft a brand identity, packaging, and POS suite that felt authentically Yorkshire and visibly bold on shelf.

Our team delivered:

• A bright, confident logo and visual palette, amplifying yellow for shelf standout

• Packaging that blends fun and transparency, reflecting local farming and high welfare standards

• Accreditation details including RSPCA and British Lion Code badges for trust

• Full POS rollout, from posters to shelf-edge tags and retail signage

The new brand identity nods to Yorkshire’s spirit while delivering retail-ready creativity that enhances visibility and consumer confidence.

Why It Matters

• Brighter, smarter shelf impact in regional stores like Morrisons

• Local provenance messaging that resonates with today’s shoppers

• Trust-boosting credentials for ethical and quality-conscious buying

The launch has already begun receiving consumer acclaim, with feedback praising the bold new look and strong sense of place.

Strategic Local and Regional Success

This relaunch reinforces Chippindales’ premium position in the local food market. Proper Good’s visual identity connects instantly with familiar shoppers in Yorkshire, while design clarity and trust messaging support consumer interest and buying behaviour.

Looking Ahead

Proper Good Yorkshire Eggs is a story of how great design supports retail presence, builds premium equity, and honours local roots. With more retailers on the horizon and potential expansion planned, the creative assets Bluestone98 delivered are flexible, scalable, and future-fit.

Let’s Make Your Brand Proper Good

At Bluestone98, we thrive on projects that combine meaning with market impact-from high-end packaging to strategic brand storytelling. If you’re in food, farming, retail, or hybrid services looking to elevate your brand with packaging, POS, or web design, we’d love to help you stand out.

Call us on +44 330 633 1998 or email [email protected]

This project revealed how well strategic branding can perform across channels:

Bluestone98 Delivered
Brand Identity – Bright, playful visual style aligned with Proper Good messaging
Packaging Design – Eye-catching shelf formats, informative and vibrant visuals
Point-of-Sale Consistent – POS elements across retail touch-points
Local Storytelling – Emphasised Yorkshire roots and farming community values

By offering a full creative suite – branding, packaging, and retail activation – we positioned Proper Good Yorkshire Eggs for maximum impact at point of sale and beyond.