Higgidy rebrand celebrates “the beauty of imperfection”

B&B Studio has designed the new identity and packaging for the food brand, featuring illustrations inspired by mismatched ceramic plates.

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B&B Studio has redesigned the brand identity and packaging for Higgidy’s range of quiches, sausage rolls and pies.

The new identity is based on the concept of “the best food always looks a bit Higgidy”, and is designed to celebrate the “hand-finished” nature of its food products, says B&B Studio.

Packaging inspired by mismatched crockery

A new round logo breaks up the name Higgidy across two lines, while the packaging is inspired by a collection of mismatched ceramic plates.

B&B Studio, Higgidy’s design team and various commissioned illustrators created abstract illustrations for each of the 33 products in Higgidy’s food range, which appear cropped on the packaging.

The consultancy was unavailable to confirm at the point of publishing which external illustrators were commissioned to work on the project.

“Beauty of imperfection”

B&B Studio founder and creative partner, Shaun Bowen, says: “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.”

The new packaging and identity are being rolled out this month, with an accompanying campaign launching in spring 2017.

higgidy logo
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Higgidy_Beef_Stilton_Ale_Pie 1mb
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Higgidy_Steak_RedWine (Closed Lid) 1mb
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