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Robot Food
Dickinson & Morris

Rising to the occasion

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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.

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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.

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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.”


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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.

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“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.”

Senior Creative Strategist

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“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