Magpye

Reimagining the traditional British pie with 100% vegan ingredients.

Started at a kitchen table by Chris and Sarah Fryer in 2019 and originally selling at local markets, Magpye had grown to a premium product ready to be stocked in supermarkets. As they scaled, they needed an identity that could hold its own on the shelf, and position Magpye as the go-to vegan pie.

We created a bold and expressive identity centred around the ‘plant powered’ ethos, it balances comfort with a fresh, contemporary feel.

Organic shapes reflect the natural, plant-based ingredients and handmade roots, brought to life with bespoke typography. Fluid, abstract illustrations capture the essence of each recipe, differentiated in vivid colours to attract attention on shelf.

The result is a distinctive, scalable identity that brings energy, warmth and personality to the category – redefining what a British pie can be 😋🥧

Altogether
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