Clive’s Pies on Packaging of the World

Agency: The Collaborators
Brand Strategy Jayne Noblet
Creative Director: Mary Lewis
Account Director: Sally Batty
Illustrator: Ben Wills
Artworker: Chris Ellis
Copywriter: Nicky Roberts
Location: United Kingdom
Project Type: Produced
Client: Clive’s Pies
Product Launch Location: United Kingdom
Packaging Contents: Vegan and Vegetarian Pies
Packaging Substrate / Materials: Cardboard
Printing Process: Litho

The Collaborators rebrand Clive’s Pies to reaffirm position as one of the UK’s leading plant-based food brands.

Having baked vegetarian and vegan pies, tarts and nut roasts for over 30 years, and attention turning to ‘plant’ in recent years, Clive’s worked closely with The Collaborators to agree a strategic shift. A new positioning focused on ‘plant positivity’ was developed and a new line, ‘Purely Plants’.

The agency created a cross-section of each pie to show off the appetising ingredients within. Illustrations were created in-house creating bold on-shelf impact.

A fiercely upbeat tone of voice delivers Clive’s ethical messaging.

What’s Unique?
The design of each pack incorporates a cross-section of each pie to show the appetising ingredients within, rather than relying on photography or a window in the carton, making the packs 100% recyclable.


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