Higgidy receives a new visual identity built on the idea of Bursting with Abundance as it looks to connect with a younger audience while retaining its familiar warmth. Created by Bloom, the refreshed design uses bold, handcrafted illustrations to highlight fresh ingredients and sociable eating. Each pack is treated as a layered recipe, combining fruits, grains, and pastry details, while a clear window ensures the food remains central to the presentation.
The update also adds a tab system that calls out qualities such as British sourcing and free-range eggs, bringing clarity alongside vibrancy. Applied consistently across a wide product range, the new identity strengthens recognition while giving the brand a more contemporary presence. The result is packaging that balances expressive design with a grounded commitment to generosity and enjoyment.
Image Credit: Higgidy
What's Driving This Trend
- Bold-illustration Packaging
- The trend of incorporating bold, handcrafted illustrations into packaging offers a new way for brands to visually communicate freshness and sociability.
- Transparent Packaging Styles
- Clear windows in packaging provide an innovative means to keep the product itself central to consumer attention, enhancing trust and appeal.
- Ingredient Transparency
- The emphasis on ingredient transparency through labeling systems, such as those highlighting British sourcing and free-range eggs, caters to increasingly informed consumers.
Who This Affects Most
- Food Packaging Design
- The food packaging design industry can leverage layered and expressive designs to appeal to both traditional and modern audiences.
- Graphic Design Services
- Graphic design services are becoming crucial in transforming standard packaging into visually appealing, storytelling platforms.
- Eco-conscious Consumer Goods
- The shift towards transparent and ingredient-focused packaging aligns well with the eco-conscious consumer goods sector, which prioritizes authenticity and sustainability.
