Hazeldene’s Chicken Farm partnered with Utility Creative to develop and launch The Bare Bird, Australia’s first antibiotic-free chicken range. The project involved creating a distinctive brand identity that clearly communicated the product’s unique positioning while appealing to health-conscious Australian consumers.

Utility Creative managed the end-to-end creative process, including brand strategy, product naming, packaging design, campaign development, social media content, and a mobile application featuring augmented reality functionality. The product was successfully launched across 200 Coles stores nationwide.

As the first antibiotic-free chicken product introduced to the Australian market, the launch required careful positioning and consumer education. The messaging needed to clearly communicate the product’s point of difference while building trust and credibility around the claims being made.

The project also required extensive research and validation to ensure all product messaging aligned with reputable health and industry standards, including guidance from the World Health Organisation.

Additionally, the client’s regional location in Bendigo required regular travel and close collaboration to ensure all creative development, approvals, and production milestones remained on track ahead of the October 2017 launch deadline.

Utility Creative developed a bold and highly visual brand identity designed to create strong recognition and clear consumer understanding at the shelf level. The product name, The Bare Bird, was created to directly reinforce the antibiotic-free positioning in a simple and memorable way.

The project included:

• Brand strategy and naming development
• Packaging and visual identity design
• Mobile application development with augmented reality capability
• Social media video production featuring local chef Ray Capaldi
• Consumer focus testing across branding and packaging concepts

Throughout the project, Utility Creative maintained close collaboration with the client through scheduled monthly meetings, increasing to weekly meetings during the final stages of launch preparation. Detailed documentation and workflow management ensured deadlines and deliverables were consistently achieved.