The Brief: Design a range of 5 high quality pies, using traditional British ingredients.
I decided to work on the concept of exploration for my range of pies, called Pieoneer. Pieoneer encourages the consumer to get out and explore areas of Britain they have never been to before. Each pie in the range represents a different region of Britain, and the fillings are slightly quirky to enhance the idea of stepping out of your comfort zone and trying something new.
The design for the packaging includes skylines of the regions the pies come from. The skylines are in silhouette on the lid to continue the theme of exploring the unknown. Once you take the lid off, there is a fully illustrated version of the skyline underneath. The boxes all line up next to each other and the skylines join up, to represent all the different landscapes that make up Great Britain.
I decided the best place to sell Pieoneer pies would be in National Trust shops. The National Trust encourage people to get out and explore more of the United Kingdom, similar to what I was trying to do with Pieoneer. I designed a shop layout, showing how the Pieoneer section of a National Trust shop could look.
I also created some advertising to help promote Pieoneer. It centres around the idea of discovering new things about places in Britain, and being encouraged to visit somewhere new. Each poster features a fact about a location in Britain, in the hope it will stir an interest in the public to go and explore more of their country.