As a longstanding partner of Peter’s, we were involved early in the conception of Epic Rolls. From taste panels to strategic insights, we helped shape the product’s direction, creating a new brand designed to fill a clear gap in the market.

The vision

Research commissioned by Peter’s revealed a key insight: while younger audiences were highly engaged with sausage rolls, the market was dominated by brands catering to traditional consumers. There was a clear opportunity to create something new—bold, exciting, and tailored to a younger demographic.

Based on these findings, we helped shape the whole brand strategy including brand name and creative vision for Epic Rolls. The focus was on creating innovative, fast-food-inspired flavours like Chicken & Gravy, Pork & BBQ Sauce, and Cheeseburger, paired with saucy fillings and tasty toppings—features unseen in the category.

The outcome

We designed bold, colourful packaging that stood out in the refrigerated section, targeting younger consumers looking for convenient, flavourful snacks. The distinctive visual identity, with typography inspired by the product’s saucy core, captured attention and set Epic Rolls apart from more traditional offerings.

In addition to branding and packaging, we supported Peter’s with sales materials that helped secure deals with major UK retailers. From packaging samples and digital mockups to presentation materials, we ensured the product was visually compelling at every stage of the sales process.

The result was a successful exclusive launch in Iceland, followed by partnerships with Tesco and Sainsbury’s, positioning Epic Rolls as an innovative leader in the chilled pastry category.

What we did

Art Direction, Bra, Brand Naming, Branding, Copywriting, Web Design