With its pastry-heavy products, Higgidy felt out of step with healthy food trends. We worked strategically to reposition the brand around ‘the beauty of imperfection’, shifting its emphasis from product to philosophy and enabling its entry into new food categories.
Inspired by an imperfect lifestyle aesthetic, we redesigned the brand’s identity and packaging bringing unexpected beauty to a functional and masculine category.
Brand strategy. Visual identity. Structural design. Packaging design. Artwork. Print management.