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Carls Hühnerhof GmbH
“Wir brauchen Eier!” said legendary German goalkeeper Oliver Kahn in a now-famous interview back in 2003. And though he meant it in a different way, millions of people would probably agree. In 2025, per capita egg consumption in Germany reached 252 eggs, and the trend continues to rise.*
Eggs are part of everyday life. For breakfast, in the kitchen, in the frying pan and on our plates. At the same time, more and more people want to know where their food comes from, who is behind it and whether they can feel good about buying it.
The Leonhard Moos & Butzen GmbH is one of the largest egg distributors in Germany. With Carls Hühnerhof in Franconia, the company wanted to establish a recognizable regional identity that communicates a sense of origin, closeness and trust.
*(Source: https://www.bmel-statistik.de/ernaehrung/versorgungsbilanzen/eier )
For Carls Hühnerhof, the goal was to create a brand identity and communication approach that speaks directly to different target groups: consumers, potential employees and regional egg producers.
The key question was how to tell the story of a chicken farm in Franconia in a way that makes it instantly recognizable, whether on store shelves, online or on site. The brand needed to feel personal, approachable and friendly, while also conveying the professionalism and credibility of the organization behind it.
We approached Carls Hühnerhof not as an abstract product brand, but as a real place. A farm with roots. A familiar name in the region. This shaped a deliberately warm, direct and human tone of voice: less corporate language, more farm spirit; less focus on performance, more genuine connection.
At the same time, the communication had to bring different perspectives together. For consumers, the focus was on regional roots, transparent origins and feeling good about their purchase. For potential employees, it was about secure jobs in the region, hands-on work and strong structures behind the scenes. For regional producers, reliability, open communication and straightforward processes for sorting, packaging and marketing were key.
The result was a brand world that combines a sense of home with professionalism.
We developed a consistent communication system built around inviting visuals, a warm tone of voice and a distinctive design concept, including icons and layout principles. The goal was to create a recognizable brand across every touchpoint, from the website and retail packaging to construction fence banners and regional employer branding.
The website guides visitors through the most important topics: the farm, the eggs, career opportunities and the option to become a regional production partner. The homepage deliberately creates an emotional connection. It conveys the charm of the friendly neighborhood chicken farm without hiding the professional structures of Moos & Butzen behind it.
For the packaging design, shelf recognition was the top priority. The design needed to communicate regional origins, freshness and trust at a glance. This turns a simple pack of eggs into more than just a product: a little reminder of where it comes from, right in everyday life.
Construction fence banners extend the brand's presence into public spaces. Here, we positioned Carls Hühnerhof as a regional employer in Franconia: firmly rooted in the community, offering job security, approachable and close to everyday life.
This project was particularly special for us because it allowed us to look beyond our usual B2B perspective and speak directly to consumers as well. At the same time, we quickly immersed ourselves in a completely new industry. Animal welfare, origin, processing, packaging, marketing and collaboration with producers: all these topics needed to be understood and translated into a clear, consistent brand experience.
“Working with MINT has been both professional and collaborative. In short, it's enjoyable, and the results speak for themselves. Our requirements are complex and our own standards are high. That makes it all the more important to have a partner who listens, understands the bigger picture, contributes their own ideas and turns them into clear, convincing solutions. That's exactly what we experience in our projects with MINT.”
– Julia Caspers, Managing Director – Royal Van Beek Group | Leonhard Moos & Butzen GmbH
The result is a brand identity that brings the strengths of Carls Hühnerhof to life: regional eggs from Franconia, confidence in every purchase and a brand that feels approachable, authentic and familiar. It stands out on store shelves, communicates clearly on the website and comes to life as an employer brand in the local community.
