Higgidy

Working with founder Camilla and the team, the brief was to build on a strong, contemporary visual identity and bring more warmth, generosity and reassurance back into the words – making Higgidy feel like it understands the daily juggle, has your back and helps you put something genuinely good on the table, without fuss, guilt or feeling pressure to be perfect.

Taking cues from Camilla herself (effortlessly warm, down-to-earth and charming), I evolved the brand language to make it friendlier, foodier and more in tune with the realities of family cooking, bringing a clearer sense of the people and principles behind the pies.

Alongside this initial brand work, and a subsequent brand refresh some years later, I was also lucky enough to contribute to Camilla’s three cookery books: Higgidy The Cookbook (reissue), The Veggie Cookbook and Clever With Veg.

Brand evolution | brand story | strapline | messaging | tone of voice | guidelines | pack copy | web copy | campaign ideas

Strategy: Andrea Berlowitz
Design: Ariel Cortese & Nicola Ansell; Ariel Cortese & Rob Griffiths

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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.