Higgidy pies, a business which started in 2003 by husband and wife team Camilla Stephens and James Footit, is about to be launched for the first time with branded packaging in Booths supermarkets and other outlets.
The pies were previously sold unbranded through a network of independent outlets including gastro pubs, delicatessens, restaurants and small supermarkets.
The packaging is designed to appeal to a sophisticated consumer, with the pies packed in rich, dark-coloured boxes with illustrations in pink and blue, and a window through which the pie is visible.
Adrian Collins, managing director of Ziggurat brands, said: "The challenge was to conceive a new brand that immediately created a distinctive offering which the target consumer will relate to and recall with affection. We refer to this approach as 'creating a smile in the mind'.
"The Higgidy branding reflects the care and attention that goes into the product so that the product fulfils the expectation created by the packaging and vice versa."
Tea towels, aprons and vehicle livery have also been created to make the brand stand out beyond its on-shelf positioning.
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