Eggs for Soldiers is a new free range egg brand created to raise awareness of the Help for Heroes charity. We wanted to show support for the sacrifice made by all our armed services, and being a commodity product, 'eggs for soldiers' makes it effortless for consumers to show their support. The brand's name points to the quintessential British breakfast, boiled eggs and toast 'soldiers', whilst also communicating its charitable intent. Using distinctive, iconic product photography, we developed a visual and emotional icon for the brand ('the egg medal'), rooted in its partnership with Help for Heroes. The design uses military fabric to create a jolt at the fixture, with strong standout from brand blocking.