brief three
name creation + branding
object formally known as egg
In the autumn of 2019, I was selected to be an Upstart in the amazing program run by ICAD (Institute of Creative Advertising and Design). The program is a type of mentorship: each Upstart is given a mentor who is an established creative professional working in the industry, to guide them through six-weeks of workshops. 
What came first, the chicken or the egg? 
Neil deGrasse Tyson. 
So, the egg came first; and then it hatched a chicken. 
Can eggs just be this magical thing that could hatch any unknown and new creature?
With that information: the brief asked that the egg needed to be repositioned in the hearts and minds of the target audience, individuals between 25–35, that embodies the spirit of this new finding.
‘I see the egg as a protective container in which to grow, change, enter the world or pass from one stage into the next. The surface is smooth and featureless, the interior is a mystery.’
Christiane Cegavske
Evig seemed fitting, considering this argument/debate has gone on, for indeed: eternity! Focusing back onto the target audience:
25–35 individuals in Ireland
So called ‘millennial’ bracket
‘We have an entire generation that is growing up with lower self esteem than previous generations.'
Simon Sinek
Millennials don’t have the coping mechanisms to deal with stress due to being ‘dealt a bad hand’ added to this the sense of impatience, due to living in a world of instant gratification.
Making an impact, changing the world: idealistic goals of a bunch of people who are trying to find their place in said world, and their own identities. 
With that information: the evig needs to be repositioned in the hearts and minds of our target audience. Why should they care about the evig?
The story: the evig represents them. It can be a representation of our target audience. 
I found out a way of making an egg (sorry, an evig) into a mirror. (put it over a candle, the soot when put in water creates this effect!)
Rather than making the object a thing which one could eat; I wanted to make it into an object that one could use as a talisman of sorts. 
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