Alexir to showcase bold new brand identity for Higgidy

Packaging Solutions

The carton converting arm of the Alexir Partnership worked alongside design agency B&B Studio to help create a new identity and packaging for the Higgidy food brand, based on the strategic positioning of ‘the best food always looks a bit Higgidy.’ A new round logo splits the name across two lines and the packaging is inspired by an eclectic collection of ceramic plates. Various illustrators were commissioned to create abstract illustrations, inspired by the recipes, which will feature across the company’s 33 strong portfolio of pies, quiches and sausage rolls.

At the Alexir Partnership in Edenbridge, CAD designers created new profiles for the packs, incorporating a book flap lid to highlight the bespoke illustrations and provide consumers with a view of the full Higgidy product. Both the smaller and larger packs have adopted the new carton style and with the new designs the Higgidy range makes a real impact on shelf.

Mark Campbell, managing director at Higgidy, said: ‘Alexir’s support has been invaluable to us in launching our new brand identity. Our ambition is to really re-energise the category in which we operate, and Alexir’s skill and experience have enabled us to push the boundaries both in terms of packaging structure and application of design.’