Pukka has dropped the word 'pies' from its branding in readiness for any future range diversification but is retaining it on its point of sale for fish and chip shops.
It's one of a number of changes as the company refreshes its branding in a bid to extend the appeal of its products while encouraging more people to eat pies more often.
The move also sees more modern colours and fonts used with the traditional orange, black and white replaced by charcoal, cream and a more natural orange to give an up to date, more unisex and more ‘foodie’ feel. A crafted pie has been incorporated within the ‘A’ to add a subtle link back to the brand’s heritage and to reassert Pukka as a quality pie maker.
The changes are supported by new point of sale which does include the word 'pies' after listening to customer calls to retain it. The range includes illuminated signs, pavement signs, A2 posters, wobblers and door signs designed to communicate the message that Pukka offers a range of high quality, deliciously tasty pies.
Speaking about the new branding, Pukka’s Director Tim Storer said: “Ever since my father first started trading as Trevor Storer’s Homemade Pies 50 years ago, fish and chip shops and eating out venues have been – and always will be - the heartland of our business. But, like any competitive company, we also need to be responsive and nimble, and not sit still. We hope the new brand proposition for our foodservice partners helps attract a wider consumer base, as we know that there is room to grow the category, and in turn increase sales and profits for our valued customers.”
Customers who wish to access the new Pukka branding can download assets and order POS material by clicking here
or by phoning 0116 3800 743.