Higgidy has unveiled a brand new visible identification, created by Bloom, in a bid to strengthen the model’s attraction with a brand new era of buyers whereas staying true to the heat and generosity which have made it a family title.
The UK meals pioneer, identified for its pies, quiches, and more and more its snacking vary, first launched in 2003. Higgidy was a part of a wave of challenger manufacturers that helped rewrite the foundations of grocery store meals, alongside names like Harmless and Yeo Valley, bringing a craft-driven, post-digital sensibility to a class dominated by the strange.
As we speak, with deli snacks and grazing boards booming (‘choosy bits’ to a few of us), the model is trying to construct on that heritage and place itself for a brand new period.
Advertising director Sarah Jackson says the selection of Bloom was about discovering a associate who understood what makes Higgidy particular. She explains: “We had been on the lookout for a design company to associate with that understood the Higgidy model and so may assist us evolve our visible identification and create a design answer that was immediately recognisable as Higgidy, however distinctive and disruptive.
“The Bloom workforce’s creativity, ardour and partnership had been clear from the outset, and so they had been an awesome selection for the venture.”
The thought on the coronary heart of the refresh is summed up by the phrase, ‘Bursting with Abundance’. It goals to faucet into the enjoyment of sociable consuming and people spontaneous, barely messy moments that flip an strange night into one thing memorable.
“As we speak’s shoppers like to snack, so deli meals and choosy bits are a high-growth area,” says Ed Hayes, chief technique officer at Bloom. “Additionally they worth high quality elements and like to share new favourites.”
To seize that spirit, the design leans closely on illustration, which has lengthy been an integral a part of Higgidy’s identification. Nevertheless, whereas it as soon as gave the model a aggressive edge, its success additionally made it a goal for imitators. Somewhat than retreat into photography-heavy packaging like many rivals, Bloom doubled down by reimagining illustration as a software for speaking style and high quality.
“Personal-label packaging could be closely reliant on pictures to drive style. Higgidy had the possibility to do one thing totally different,” says Lottie Petersen, design director at Bloom. “We handled each product like a recipe: constructing the ingredient story layer by layer.”
The result’s packaging that feels handcrafted and plentiful, with vivid ingredient visuals and playful textures designed to purvey generosity. Every flavour carries its personal persona, however a unified structure brings consistency throughout the vary, which is important for a model that spans a number of grocery store aisles.
Past the visuals, the redesign improves readability on claims that matter to shoppers, corresponding to British-sourced elements and free-range eggs. These are offered by a transparent tab system that works in concord with the illustrations, whereas a clear window ensures the meals itself stays centre stage.
Peterson provides: “We created a design that each we and the Higgidy workforce really feel actually captures the spirit of Higgidyness – heat, beneficiant, casual and stuffed with pleasure.” Through the analysis section, the Bloom workforce hung out contained in the bakery, assembly the individuals behind the merchandise and observing the care that goes into each recipe.
“It gave us what we would have liked in order that we may do greater than refresh the pack design – we may proceed to convey the magic of Higgidy alive,” provides Hayes.
Jackson believes that the refresh achieves greater than a visible replace. “We requested Bloom to construct on the success of Higgidy, displaying its relevance for all generations and including coherence to an expanded product portfolio,” she says. “They’ve delivered this and extra.”
The refreshed look has already began rolling out, with quiches hitting cabinets in July and the broader vary following by August and September. Future product innovation shall be guided by a design playbook developed by Bloom, making certain consistency because the model explores new alternatives.
