Charlie Bigham’s

Before being asked to work on the brand refresh for Charlie Bigham’s, I’d been called upon to write jokes about lots of things – but lasagne? This would be a first.

In all honesty, I’m not sure my gags had people rolling in the supermarket aisles. But a friend once told me they saw Dame Helen Mirren in Waitrose on the King’s Road, sniggering at a Bigham’s fish pie. Difficult day on set, perhaps.

As well as the gags, I worked on tone of voice, brand story, press ads, emailers and wrote all the words for the website. Charlie saw a 45% rise in sales after the brand refresh.

Tone of voice | Brand story | Pack copy | Press ads | Web writing | Newsletters

Design: big fish®

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A package of Charlie Bigham's Lasagne with a humorous drawing of a couple drinking wine at dinner on top of it, with handwritten notes saying 'Our love is a many-layered thing' and 'No, you're thinking of lasagne,' along with a red badge offering 25%
A humorous illustration of a couple at a dinner table, with one person mentioning having 'Meatballs al Forno' for Valentine's dinner, and the other asking if his wife knows. The image features a bottle of wine and two glasses, with promotional text f
A drawing of a couple sitting at a dinner table, sharing wine. The man is dressed in a suit and glasses, and the woman has long hair. They are exchanging playful words, with the woman saying, "Go on, whisper those three words you know I love to hear.
A drawing of a couple sitting at a dining table with wine glasses, a bottle, and plates. The woman says, '... I thought you said you love shopping,' and the man responds, 'Chopin. I said I love Chopin.'
Cartoon illustration of a man and woman sitting at a dinner table with wine glasses, a bottle, and a candle, having a conversation about cooking and eating.
A comic illustration of a couple at a dinner table, where the woman is giving presents to the man; they are drinking red wine. The woman says, 'You said all you wanted was my presence!' and the man responds, 'Presents, Hugo! Presents!' The image is p
A sketch of a man and woman at a dinner table, engaged in conversation. The man states he's out of Italian Renaissance artists and likes Cannelloni. The woman responds, calling him an idiot. The table has wine bottles and glasses. Below is an adverti
Screenshot of a website homepage featuring a hand-drawn illustration of a man and woman dining, with links to food options and promotional offers.