The rebrand, which is the biggest undertaken by the company to date, takes inspiration from its 200-year history and Yorkshire location and is part of the brand’s ambitious plans to grow the business. The playful 1920s art-deco-style font provides a nod to when pie production began at the Vale of Mowbray factory in 1928 and the dry-stone wall plays on the brand’s Yorkshire heritage. While pies first went into production at Vale of Mowbray in the early 20th century, the brand origins actually date back all the way to 1795.
Mark Gatenby, Managing Director at Vale of Mowbray commented: “This is the biggest rebrand that we have ever undertaken at Vale of Mowbray, I’m so pleased to see the new branding come together and inject a new lease of life into these iconic pork pies!
“Three new flavours are hitting selected stores as we speak, and the new packaging will be on shelves across Morrison’s, Iceland, Tesco, Sainsburys, ASDA and CO-OP. This rebrand and launch of innovative flavours is a big step towards an exciting future for Vale of Mowbray.
“I am confident that as we remain fully tuned in to the demands of the modern consumer, that our fresh new branding, exciting flavours and NPD and our plans to launch environmentally friendly packaging can revolutionise the ready-made pork pie industry.”
David Whittle, Managing Director at CHILLI, said: “We wanted to inject modernity into the Vale of Mowbray brand identity but allow the font to deliver a bold confident and established feel. The new packaging which will deliver improved shelf stand out uses a modern suite of colours but keeps a nod to its Yorkshire roots with the stonewall graphic.”
The new packaging will be rolled out nationally.
Source: CHILLI UK