The London agency has refreshed the much-loved British brand with a design that celebrates abundance, sociability and real-life eating.
Higgidy has unveiled a new visual identity, created by Bloom, in a bid to strengthen the brand’s appeal with a new generation of shoppers while staying true to the warmth and generosity that have made it a household name.
The UK food pioneer, known for its pies, quiches, and increasingly its snacking range, first launched in 2003. Higgidy was part of a wave of challenger brands that helped rewrite the rules of supermarket food, alongside names like Innocent and Yeo Valley, bringing a craft-driven, post-digital sensibility to a category dominated by the ordinary.
Today, with deli snacks and grazing boards booming (‘picky bits’ to some of us), the brand is looking to build on that heritage and position itself for a new era.
Marketing director Sarah Jackson says the choice of Bloom was about finding a partner who understood what makes Higgidy special. She explains: “We were looking for a design agency to partner with that understood the Higgidy brand and so could help us evolve our visual identity and create a design solution that was instantly recognisable as Higgidy, but distinctive and disruptive.
“The Bloom team’s creativity, passion and partnership were clear from the outset, and they were a great choice for the project.”
The idea at the heart of the refresh is summed up by the phrase, ‘Bursting with Abundance’. It aims to tap into the joy of sociable eating and those spontaneous, slightly messy moments that turn an ordinary evening into something memorable.
“Today’s consumers love to snack, so deli foods and picky bits are a high-growth space,” says Ed Hayes, chief strategy officer at Bloom. “They also value quality ingredients and love to share new favourites.”
To capture that spirit, the design leans heavily on illustration, which has long been an integral part of Higgidy’s identity. However, while it once gave the brand a competitive edge, its success also made it a target for imitators. Rather than retreat into photography-heavy packaging like many rivals, Bloom doubled down by reimagining illustration as a tool for communicating taste and quality.
“Own-label packaging can be heavily reliant on photography to drive taste. Higgidy had the chance to do something different,” says Lottie Petersen, design director at Bloom. “We treated every product like a recipe: building the ingredient story layer by layer.”
The result is packaging that feels handcrafted and abundant, with vivid ingredient visuals and playful textures designed to purvey generosity. Each flavour carries its own personality, but a unified architecture brings consistency across the range, which is vital for a brand that spans multiple supermarket aisles.
Beyond the visuals, the redesign improves clarity on claims that matter to consumers, such as British-sourced ingredients and free-range eggs. These are presented through a clear tab system that works in harmony with the illustrations, while a transparent window ensures the food itself remains centre stage.
Peterson adds: “We created a design that both we and the Higgidy team feel truly captures the spirit of Higgidyness – warm, generous, informal and full of joy.” During the research phase, the Bloom team spent time inside the bakery, meeting the people behind the products and observing the care that goes into every recipe.
“It gave us what we needed so that we could do more than refresh the pack design – we could continue to bring the magic of Higgidy alive,” adds Hayes.
Jackson believes that the refresh achieves more than a visual update. “We asked Bloom to build on the success of Higgidy, showing its relevance for all generations and adding coherence to an expanded product portfolio,” she says. “They’ve delivered this and more.”
The refreshed look has already started rolling out, with quiches hitting shelves in July and the wider range following through August and September. Future product innovation will be guided by a design playbook developed by Bloom, ensuring consistency as the brand explores new opportunities.
