This comprehensive rebrand repositions Hotch Potch Savoury Pies as an indulgent comfort food brand, facilitating a planned departure from the specialist whole foods space, where its pastry products had struggled to gain traction. The typography – centred on chunky fat face letterforms – evokes the warmth and richness of East End pie and mash shops. The colour palette, inspired by freshly baked water-crust pastry, adds a level of depth and tactility to the brand as well as the product, making for striking packaging designs. The copywriting shifts from a health-conscious to a flavour-driven approach, emphasising the hearty, indulgent qualities of savoury pies. The result is a more expansive brand identity that appeals to a broader audience while maintaining Hotch Potch’s handmade, comforting appeal.