Happie Pie Packaging Project

Happie Pie Packaging Project / World Brand Design Society

Tidy Studio - Happie Pies

Seeking to disrupt a traditional market with a bold and colourful brand identity, the creators of Happie asked Tidy to redefine the humble pie.

Pies may be seen as quintessentially British pub grub, but today’s health-conscious consumers are often left out of the equation.

Happie sought to shake things up with a nutritious alternative, featuring classic flavours and microwavable convenience at a fraction of the fat content.

The vision

To make pies appealing to a new generation of food shoppers, Happie needed a vibrant and eye-catching brand that would stand out on supermarket shelves.

Traffic light labelling would need to feature prominently, alongside other essential messaging to communicate the health benefits of choosing Happie over more established brands.

The outcome

With playful cut-out aesthetics and vibrant signature shades for each filling, Happie’s packaging turns the traditional pie market on its head, attracting millennial shoppers and health-conscious consumers without sacrificing the classic appeal of comfort food.

Happie Pie Packaging Project / World Brand Design Society
Happie Pie Packaging Project / World Brand Design Society
Happie Pie Packaging Project / World Brand Design Society
Happie Pie Packaging Project / World Brand Design Society
Happie Pie Packaging Project / World Brand Design Society
Happie Pie Packaging Project / World Brand Design Society

Design Agency Name: Tidy Studio
Organisation/Project Type: Agency, Published Commercial Design
Article Title: Happie Pie Packaging Project
Brand / Project Name: Happie Pies
External Design Credits: Pinegate Photography
Project Type: Consumer Brand Creation
Strategic Deliverables: Consumer Brand Naming, Consumer Product Naming
Design Deliverables: Consumer Branding, Consumer Brand Creation, Consumer Brand Identity, Consumer Graphic Packaging Design, Consumer Retail Brand Design
Location: United Kingdom
Market Country: United Kingdom
Market Region: Europe
Project Category: Bakery
Consumer Packaging Format: Box
Consumer Substrate / Material: Pulp Carton