Rising to the occasion
What we did:
- Brand Strategy
- Creative Strategy
- Verbal Identity
- Visual Identity
- Brand World
- Brand Guidelines
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.
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.
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.
“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.
“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
“Robot Food embraced the rich history and adoration of Dickinson & Morris and helped us find clarity on who we are, what we want, and how we’re going to get there. We now have a fantastic platform for growth, with a distinctive verbal and visual identity to call our own.”
Ali Johns
Head of Brand Transformation – Samworth Brothers
