RISING TO THE OCCASION
The Brief:
"Help us make Dickinson & Morris synonymous with pork pies, Melton Mowbray and exceptional food."
The Insight:
What we choose to eat can make or break the moment. Whether it’s a big festive family meal with all the trimmings or an indulgent moment to ourselves – it’s something we take great joy in planning, and always look forward to.
The Idea:
Baking history.
Celebrate traditions new and old by putting D&M at the centre of every occasion.
Made in Melton Mowbray, enjoyed just about anywhere. To cement Dickinson & Morris’ status as the
ultimate pork pie, we celebrated their 170 years of expertise, and made it relevant today.
We focused on relatable eating occasions, served with a slice of nostalgia to show the world these
pork pies aren’t just made for special moments – they make every moment special.
ultimate pork pie, we celebrated their 170 years of expertise, and made it relevant today.
We focused on relatable eating occasions, served with a slice of nostalgia to show the world these
pork pies aren’t just made for special moments – they make every moment special.
Crafting a classic. To attract today’s legion of pie lovers, we created a rich new visual identity with a
collection of ownable assets to add depth and meaning to the brand.
collection of ownable assets to add depth and meaning to the brand.
Borrowing from the existing logo, we created a D&M ‘seal of approval’ – a mark of quality and craft
that translates across the whole brand world.
To sit alongside our seal, we incorporated a suite of bespoke illustrations to communicate D&M’s
deep-filled history, in a fresh contemporary style.
deep-filled history, in a fresh contemporary style.
“Dickinson & Morris had years of heritage and provenance under their belts – and as one of their key identifiers, we had to be sensitive to it. This evolution was about giving them a strong toolkit that would stay true to their roots, whilst setting them up for the next 100 years.”
Ollie, Designer
Devoted pork pie evangelists. Descriptive and passionate, with a touch of eccentricity, we created a tone
of voice that reflects the wit and wry sense of humour of the people behind D&M.
of voice that reflects the wit and wry sense of humour of the people behind D&M.
“Melton Mowbray has PGI status, so the brand had to feel inherently British – without going twee. Rather than looking to the tropes of traditional British eccentricity, we took D&M’s own quirks to create an identity that was authentically them, and would stand the test of time.”
Natalie, Senior Creative Strategist
