Pie brand Pukka is set to transform the pie aisle as it unveils its biggest brand redesign yet, across its entire chilled pie range.
The complete visual overhaul replaces Pukka’s orange packs with “powerful recipe-specific colours, creating an unmistakable distinctive new look, designed to stand out at fixture,” it said.
The move also makes favourites easier to find and brings clearer navigation to the category. Pukka’s iconic logo continues to shine through as an orange beacon, but the new packs make it easy for shoppers to pick their favourite recipe, with Pukka’s rainbow of foils now also taking centre stage.
Six years ago, Pukka’s move to fully orange boxes revolutionised the pie aisle – marking its transition to more sustainable packaging, with the removal of its plastic windows, helping propel the brand through a period of significant growth.
Since then, the brand has expanded its audience and grown distribution. Now, Pukka is using its scale and leadership position to drive the category forward once again, it added.
Product cues
The redesign puts Pukka’s most powerful brand and product cues front and centre. Every pack is built around three bold elements - a supersized Pukka logo, a generous and appetite-driving image of the pie itself, and distinctive recipe-specific coloured boxes that shoppers will already know and love from Pukka’s rainbow of coloured foils.
Shoppers can now immediately distinguish All Steak in black, Minced Beef & Onion in red and Cheese, Leek & Potato in green, while still recognising each as a definite Pukka.
Isaac Fisher, CEO at Pukka, said: “This is a landmark moment for Pukka. Six years ago, we transformed the pie aisle with our orange packaging and built one of the most distinctive brand blocks in the category.
“Now, we’re ready to drive it forward again with a completely new design that brings even more confidence, colour and impact to the fixture, proudly reflecting our status as one of the category’s most recognisable brands.”
“Shoppers love being able to spot their Pukka favourites through the coloured foils, so we’ve put these recipe colours at the heart of the design so they can find their favourites at a glance, much like they’d navigate the crisp aisle.”
The redesign also sees black text against a white background on the back of packs, improving readability and making it easier for shoppers to easily navigate ingredients and nutritional information, while clearer cooking instructions create a more seamless journey from pie aisle to plate.
QR codes
Each recipe will also carry its own QR code to give shoppers easy access to additional product information and help prepare the range for the future evolution of on-pack barcodes.
The new identity will extend far beyond packaging, rippling through Pukka’s wider brand plans and creating a bold, cohesive look wherever shoppers experience it. Major activation plans will support the launch and drive further excitement around the brand, with more details set to be revealed soon.
Fisher concluded: “This is the start of a big new chapter for Pukka. The packs will make an immediate impact, but they’re only the beginning. We have ambitious plans to bring the new identity to life, create more reasons for shoppers to choose Pukka and drive even more energy, colour and full-on flavour to the category.”
Pukka’s new-look chilled pie range will begin rolling into stores towards the end of August, available in 205g packs at an RRP of £2.25. The full range will be available across wholesale and convenience.
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