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Pie packaging celebrates The Beauty of Imperfection

Eclectic and eye-catching, new packaging graphics for U.K.’s Higgidy brand of handmade quiches and pies features mismatched plates that mirror the beauty of the company’s imperfect pies.

Pfw 4453 Higgidy Group Shot1 1mb 2

U.K. handmade pie and quiche company Higgidy has released an eclectic and eye-catching new brand identity that moves it away from being a product-led challenger brand, launched 13 years ago, to an established British brand with a unique and differentiating philosophy.

The new identity, designed by B&B studio, and launched in February 2017, is based around the strategic positioning of “the best food always looks a bit Higgidy” and celebrates the hand-finished nature of Higgidy’s much loved pies and quiches.

B&B studio worked closely with Higgidy on an extensive brand renovation, with B&B involved at every stage, helping the brand define, articulate, and express its positioning. In-depth category research, and consumer and stakeholder workshops confirmed an opportunity to truly disrupt the category. The resulting positioning, based around the idea of The Beauty of Imperfection and inspired by the product’s natural qualities, challenges standardized ideals of perfection.

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