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.

In a category steeped in tradition, Dickinson & Morris were looking to appeal to a new wave of customers, whilst not forgetting their loyal Melton Mowbray pork pie connoisseurs.


Working with Dickinson & Morris consumers we explored perceptions of the brand and its identity, establishing that the rich colours and strong heritage are the brands most relevant and appealing icons.

These ‘must have’ insights enabled us to create a modernised identity and brand packaging design that gave the brand a much-needed update whilst remaining true to its unique heritage.


Dickinson & Morris launched their new recyclable packaging in 2019 in Waitrose, Sainsbury’s, Co-op and Ocado.