Pieminister’s new packaging takes its lead from the sharp new look of its latest restaurants
23 October 2015
Pieminister's new packaging takes its lead from the sharp new look of its latest restaurants
Pie-lovers will be presented with a fresh new look when they pick their favourite Pieminister products instore and online from October. Designed to echo the distinctive style seen in Pieminister's new wave of restaurants, the new retail packaging gives consumers a clear message: 'enjoy the Pieminister restaurant experience in your own home'.
Pieminister Leeds: the design inspiration for the sharp new retail packaging
Establishing itself as a key player in the rapidly expanding fast, casual dining sector, Pieminister is taking pies, craft beers and cocktails to a young hip crowd in some of the UK's most vibrant cities. A step up from the brand's original pie and mash cafes, the new interiors are open, industrial spaces. Neon lights, sign written walls and curiosity-filled bell jars combine to create a dining-out environment which resonates with its fun-loving customers. As each new restaurant opens to great acclaim, brand-love for Pieminister is gathering pace. Until now, pie fans haven't been able to get enough of their favourite pie company, but with Pieminister's signature look lining the shelves of their local delis and supermarkets, this is about to change.
Bold block colours amplify the brand's famous pie names on noisy supermarket shelves and the recent awards are emblazoned on the box fronts. Ingredients such as free range British chicken and pork, Long Clawson Stilton and local craft ales are highlighted so consumers will be in no doubt of the quality of the pie or pot inside. On-box information is 'straight talking' cutting out the clutter so that the key messages consumers need to hear are heard, loud and clear.
Jon Simon, Pieminister MD and co-founder says,
"With so many positive Pieminister messages to convey, it's been a real challenge to simplify the packaging and highlight the elements that are most important to our consumers. We want to make it as easy as possible for people to understand our values, the provenance and quality of our products and to help make their purchasing decision much easier. Our research showed us how important the use of free range British chicken and pork is for our core consumer so this has been given more priority on-pack.
We want everyone who picks up our newly packaged pies and pots to think 'great taste, excellent quality, ethical and fun....I want one'. We also know consumers want to see what they are buying, so we've increased the size of the window, allowing our pies to speak for themselves."
With lines in Waitrose, Wholefoods, Booths, Sainsbury's, The Co-operative and Tesco and online through Ocado, the striking designs hit shelves across the UK from the 12th October 2015. Pieminister's award winning Classic pies, Pie Pots and new Open Top pie range have all undergone this major transformation, and for the first time, the full Pieminister line-up of pot sleeves and pie boxes is unified.
Tying in with the launch of the new packaging, Autumn 2015 has seen a significant increase in the distribution of Pieminister pies in Supermarkets. Pieminister now features in 316 Waitrose branches with two new lines added (the Moo & Blue and Heidi pies), bringing the total to five.
From the 30th September 2015 up to six of Pieminister's pies and pots will be ranged in 218 Co-operative stores. And the brand's new range of open top pies joins Pieminister's Classic pies and Pie Pots online through Ocado from October.
