From match day belly-warmers, to al fresco date nights. Covered in ketchup, soaked in gravy or served with mushy peas. The Friday filler or a family Sunday dinner. Pukka is a chance for everyone to enjoy that warm fuzzy feeling of tucking into a pie - or as we call it ‘orange optimism’.
Our packaging design wanted to clearly signpost the brand as a feel-good moment for everyone, by standing out on shelf and bringing to life the brand’s ethos of ‘be more orange’ across their range.
Reflecting the values of Pukka, we created an instantly recognisable, warm, inviting pack that has great shelf stand out.
With supermarket own brand so dominant, and the grocery sector often so commoditised - we needed to have brand dominance on shelf to draw consumers in. Not only that, but the packaging tells a warm story of brand heritage and foodie quality cues. The packaging range is also now completely plastic free!
The new packaging is a great way to 'bland and brand block' the competition. It has been a huge success too, with retail sales seeing a sharp increase.