The Canadian Egg Marketing Agency (CEMA) promotes egg consumption throughout the country. Our research showed that consumers were exposed to a multitude of messages without any real recognizable thread stemming from numerous organizations promoting eggs. We recommended introducing a new and friendly icon to personify the Canadian shell egg—and the “Eggmark” was born. We also developed graphic standards to help all organizations marketing eggs use the new logo and imagery in an appropriate fashion on all elements of communication. The introduction of this new icon will over time help build one single, consistent, positive image in the mind of the customer, facilitating recognition and recall, no matter which organization is sending the message. The “Eggmark” enables all organizations marketing eggs to take full advantage of every touchpoint with consumers as it sends one unified message.