If the sound of Bert Jansch or Sandy Denny conjures up images of pastoral landscapes and rustic farms, or at least cosplaying as a serf with a gaggle of hens, you might be hard-pressed to find an egg carton that doesn’t traffic in the visual language of industrial farming.

Well, the company farm may have finally met its match with Wild Lady Eggs, with packaging courtesy of Kingdom & Sparrow. With a folksy aesthetic inspired by the brand’s free-roaming hens and the speckled shells and rich yolks of their eggs, the premium egg brand is rich in both character and provenance.

To break down Wild Lady’s packaging design, we spoke with Kingdom & Sparrow founder and creative director Johnny Paton and designer Ellie Russell.