Noble Foods’ ethical free-range brand the Happy Egg co has been given a new look, its first since launching in 2009.

As part of the “packaging and identity refresh”, the look and design of egg boxes have been updated by packaging firm Springetts Brand Design.

There has also been an overhaul of the website, with the aim of showcasing “the brand’s commitment to hen welfare, depicting the reality of life on a Happy Egg farm”.

The site has been given a new layout with greater emphasis on “the welfare story, scientific research and a clearer depiction of products and recipes”.

Look out for the April Poultry World, an egg marketing special

Caroline Beatty, brand manager at the Happy Egg co, said: “After a successful five years, we are now revitalising the brand by building on how we communicate our key messages.

“The new website and fresh look to our products and lorries mark a significant update to the brand since it launched in 2009. This is just one of many exciting plans for the brand this year.”