Pies cut from a different cloth


Happie - Pies cut from a different cloth

Seeking to disrupt a traditional market with a bold and colourful brand identity, the creators of Happie asked Tidy to redefine the humble pie.

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Pies may be seen as quintessentially British pub grub, but today’s health-conscious consumers are often left out of the equation.

Happie sought to shake things up with a nutritious alternative, featuring classic flavours and microwavable convenience at a fraction of the fat content.

The vision

To make pies appealing to a new generation of food shoppers, Happie needed a vibrant and eye-catching brand that would stand out on supermarket shelves.

Traffic light labelling would need to feature prominently, alongside other essential messaging to communicate the health benefits of choosing Happie over more established brands.

The outcome

With playful cut-out aesthetics and vibrant signature shades for each filling, Happie’s packaging turns the traditional pie market on its head, attracting millennial shoppers and health-conscious consumers without sacrificing the classic appeal of comfort food.

What we did

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Happie - Butternut Squash, Spinach and Cheddar Cheese pie box packaging
Happy Steak and Gravy pie box packaging
Happy Chicken and Gravy pie box packaging
Closeup of Happie pie
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Closeup of icon details on Happie packaging