Samworth Brothers wanted to update the packaging of their Melton Mowbray pork pie brand, Dickinson & Morris, to make it feel more current and relevant to today’s consumers. Founded in 1851, Dickinson & Morris is the oldest and only remaining pork pie brand producing authentic Melton Mowbray Pork Pies in the centre of Melton Mowbray today.
We worked with the Samworth Brothers and Dickinson & Morris team to developed three new distinct design routes, ranging from an update on their old packaging, to a more minimalist take on their branding. We then tested these designs in consumer groups using co-evaluative exercises to gauge what elements of the brand and its packaging consumers found the most appealing and relevant, as well as key motivations, needs and category perceptions.
A new set of packaging designs that modernise the brand whilst maintaining its core identity and British heritage.