New Logo and Packaging for Higgidy by B&B Studio

Established in 2003, Higgidy is a West Sussex, UK-based company making handmade pies and quiches. From humble beginnings with a range of four pies, Higgidy gained ground in supermarkets starting with Sainsbury’s, the second largest chain in the UK, and now available in more than 30 flavors across various other chains and retailers. The name is used as an adjective to describe the imperfectness of the pies and quiches, that highlight that they are individually handmade. This month, Higgidy introduced a new logo and packaging designed by London-based B&B Studio. Logo. The old logo tried very hard to convey Higgidiness with the tumbling “g” and tagline on a curve. It’s about what you would expect from a small, handcrafted food logo. Cute, naive, ultimately harmless