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Eden & Bridge.

Premium Pie Range

Conceptualising the weird & wonderful world of Eden & Bridge’s premium pie range took us on a journey of distorted imagination. The brief bestowed upon us – to produce a brand identity & apply this to a range of packaging that could capitulate highly effective results within the mainstream UK food retailers.

Our quest led us to explore a brand identity with personality & charisma to inspire, intrigue & excite consumers. This brief followed on from the success of the Eden & Bridge – Luxury Range of Pies. However, our challenge now was to rethink the brand positioning by developing a new range of packaging, targeting a far wider consumer audience.

The brand identity was inspired by the Victorian legacy, popularity & heritage of baking. Random vintage illustrations were used to add a memorable obscurity to the brand, from distinguished gents carrying obscenely large mushrooms, to half human, half zebras with sea creatures nonchalantly in tow.

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The on-pack messaging complements the oddity themed visual brand identity. From ‘Marvellous’ & ‘Spectacular’ as variant descriptors, through to the references of ‘monocles, ‘jolly hockey sticks’ & ‘poppycock’ to reinforce the peculiar eccentricity of the brand. Bold, vibrant colours were used to easily identify between product variants & highlighted with an impressive spot UV varnish throughout the packaging.

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    Project Deliverables
  • Creative Strategy
  • Logo Design
  • Brand Identity
  • Packaging Design
  • Structural Packaging Innovation
  • Packaging Graphics
  • Messaging & Copywriting
  • Print Management
  • Project Management
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It was important that the structural design of the carton complemented the visual brand aesthetic. The idea of intrigue & discovery inspired us to propose a book flap on the front of the carton, once opened, revealing the delicious pastry beneath the transparent printed window film. On the opposite side of the open flap, a succinct brand proposition could be read to reinforce the unique narrative.

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We wanted the print production techniques to demonstrate a high quality, premium proposition, to accentuate the bold visual brand identity. The skillet cartons were printed two colours lithographically, using low migration inks, on to a high quality 405 micron Incada Silk board, before a matte laminate was applied to the printed sheet. A spot gloss UV varnish was then screen printed to the coloured areas of the design. The digitally printed window artwork aligned seamlessly with the carton design & these were applied using a ‘pick & place’ windowing process. The cartons were then glued ready for product packing.

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The packaging was completed in time for its debut at the Packaging Innovations Show 2017, in Birmingham. The premium Eden & Bridge range of packaging is a true demonstration of how strategic branding, inspiring design & quality packaging can work together to provide a brand with a transcendent advantage within a crowded & highly competitive category.

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Collaborating with Fable&Co. on this weird & wonderful brand identity that translated beautifully across a premium range of pie packaging design was a lot of fun, we’ve had some marvellous reactions to this spectacular range of quality pies.

Claire Summersby

Marketing Manager - Alexir Packaging
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