Higgidy rebrand celebrates “the beauty of imperfection”


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

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

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

Packaging inspired by mismatched crockery

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

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

The consultancy was unavailable to support at the point of publishing which external illustrators were commissioned to pan out on the project.

“Beauty of imperfection”

B&B Studio founder and creative partner, Shaun Bowen, turns: “The packaging design was inspired by a lifestyle aesthetic born out of the beauty of inadequacy, and the mismatched plates gave us the opportunity to tell a story around each method, either in terms of its inspiration, ingredients or associations.”

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

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