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Get Higgidy With This Eclectic Packaging

by Natalie Mouradian on 02/23/2017 | 2 Minute Read

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An eclectic and eye-catching new brand identity for Higgidy, a British pie and quiche company, has been unveiled by B&B studio. The new identity embraces the handmade aspect of each product and the imperfection that comes with it. The result is a packaging design solution that elevates your average baked treat.

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"The creative strategy led on the belief that ‘the best things in life are Higgidy’ – evolving the positioning from product to lifestyle philosophy. The resulting packaging for the brand’s 33 pies, quiches and sausage rolls, is inspired by an eclectic collection of ceramic plates. Illustrators collaborated to create abstract illustrations, inspired by the recipes, which appear cropped." 

"A new round logo, which breaks the name of Higgidy up across two lines, makes a distinctive, memorable and easy to read brand mark. The logo has been artworked to look subtly different each time emphasising the look and feel of Higgidy products." 

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"Shaun Bowen, Founder and Creative Partner, B&B studio, says: 'From the start, we were keen to help build Higgidy’s broader philosophy – and the company’s belief in the beauty of its imperfect pies felt like something that could evolve way beyond the food.'" 

"'The packaging design was inspired by a lifestyle aesthetic born out of the beauty of imperfection, and the mismatched plates gave us the opportunity to tell a story around each recipe, either in terms of its inspiration, ingredients or associations. We worked closely with founder Camilla Stephens to truly appreciate each recipe, then with each individual illustrator to ensure the story came to life in the most appropriate way.'" 

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Agency: B&B studio

Location: London