A New Category In FMCG For The German Market


How do you sell liquid egg whites to trend- and health-conscious consumers when the product is not really…well…sexy? Our answer is: through a premium delightful customer experience, both online and offline. In close collaboration with German startup Pumperlgsund, MING Labs created the brand's corporate identity, website, and packaging design – successfully introducing a new product category and a lifestyle trend to the German market.

Working with founders who trusted us as a partner, we were able to make zero compromises – resulting in a cohesive brand and product experience that continues to delight a growing number of consumers today and received funding from Frank Thelen at VOX network’s hit TV show ”Die Höhle der Löwen“ in 2017.

Creative Direction
UX Design
Packaging Design
Web Development

Digital UX – The Website

To communicate the brand’s key attributes (Natural, Pure, Sporty) and focus on the premium organic contents, MING Labs supported the founders by creating their brand and product name in the first place. On the corporate design side, we chose round shapes as well as green and white as primary colors to convey the fact that their egg whites are natural and organic. The website featured an animated logo, underlining the idea of being alive and in motion that Pumperlgsund stands for, using WebGL for real-time renderings as well as parallax scrolling to create a seamless narrative. Also, we built a complex library of recipes, filled with mouth-watering images and an intuitive structure.

Eggwhite website

Physical UX – The Packaging

The bottle we created for Pumperlgsund’s Good Eggwhites is premium in look and feel and designed to attract consumers online and offline, with compelling packaging copy explaining this new type of product. Also, it meets the requirement of working within a sophisticated food production process. Having studied dozens of bottle shapes and finishings and carried out user tests, we opted for an egg-shaped version featuring white, slightly translucent varnish that would hide the egg white’s rather unsavory look, as well as a high-quality print-on label and metal cap.

Eggwhite packaging

Strong brands need well-orchestratedtouchpoints to turn customers into advocates.

Eggwhite branding
Eggwhite branding
Eggwhite branding