Vale of Mowbray, based at Leeming Bar worked closely with branding agency CHILLI UK to refresh the company’s look whilst drawing on their 200 year history of pie making in the county.
The rebrand, which is the biggest undertaken by the company to date, has taken inspiration from their long heritage and Yorkshire location and is part of the brand’s ambitious plans to grow the business going forward.
The 1920s art-deco-style font gives a nod to when pie production began at the Vale of Mowbray factory in 1928 whilst the dry-stone wall plays on the brand’s Yorkshire heritage.
Whilst pies first went into production at Vale of Mowbray in the early 20th century, the brands origins actually date back much further to 1795. After reaching sales of over 100k pies a week in the late 1980’s the team moved into a state of the art, purpose built bakery in 2003 and again in 2015 enabling them to meet the ever growing demand. Celebrating their 90th year in production in 2018, the company also hit another milestone by making and selling in excess of 80 million pork pies a year.
Managing Director at Vale of Mowbray Mark Gatenby said: “This is the biggest rebrand that we’ve ever undertaken at Vale of Mowbray and I’m so pleased to see the new branding come together and inject a new lease of life into our iconic pork pies!
“We have three new flavours hitting selected stores as we speak and the new packaging will be on shelves across Morrison’s, Iceland, Tesco, Sainsburys, ASDA and CO-OP.
“The rebrand and the launch of our innovative new flavours is a big step towards an exciting future for Vale of Mowbray. I’m confident that as we remain fully tuned in to the demands of the modern consumer, our fresh new branding and exciting flavours as well as our plans to launch environmentally friendly packaging can revolutionise the ready-made pork pie industry.”
David Whittle, Managing Director at CHILLI, one of the UK’s leading food brand design consultancies who worked on the rebrand said: “We wanted to inject modernity into the Vale of Mowbray brand identity but also deliver a bold, confident and established feel. The new packaging, which will improve the brands shelf stand out uses updated and modern colours but keeps a nod to its Yorkshire roots with the stonewall graphic.”
Vale of Mowbray pies are available at retailers nationally. For more information visit www.valeofmowbray.co.uk