To introduce the world to its premium savory pie flavors like Steak Pie with Wild Mushrooms and Seafood Pie in White Sauce, Eden & Bridge tasked Fable&Co. with the project of designing unique packaging for its range.
Rather than featuring the same style of flaps that are offered with most rectangular pie boxes, this design boasts a flap that opens like a book to reveal additional information and a peek at the product.
The unusual pie packaging system is complimented by a series of illustrations inspired by quirky Victorian-era imagery, yet they are paired with bold graphics and bright colors that communicate that this savory pie range has definitely been designed for the modern consumer. As the agency describes, these "random vintage illustrations were used to add a memorable obscurity to the brand."