Pukka Pies came to us asking how to drive positive brand and product quality re-appraisal amongst a new target audience of busy mums.
In a market place that feels the effects of heavy promotional activity, steady growth has been helped by the introduction of more premium pie brands with increased category pricing. However, the consequence for Pukka Pies was that its product quality and brand perception required re-evaluation and renovation, all so that the brand’s position as the nation’s favourite pie brand could be reaffirmed and underpinned by a clear sense of purpose. And there’s the brand name itself. Pukka. Such a great word in its own right and one that we felt needed to be intrinsic to our telling the story of great-tasting pies and to the good mood feeling that you get when you tuck into the golden flaky puff pastry that’s synonymous with a Pukka Pie.
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