Pipers

Founded by three farmers who want to make crisps taste like they should. We first met Pipers back in 2012. Fast forward a decade – 10 new flavours, one meaningful brand identity, a pack design and cohesive suite of brand assets later - they’re looking, feeling and tasting better than ever.

Pipers had focussed on independent retailers but after maximising growth through these channels, the brand needed a new approach to secure bigger distribution. To get its foot in the door of mainstream retail, Pipers had to rethink how it was showing up in the world—with an identity and assets that went beyond a packet of crisps.

We shifted the focus from product to a more emotive narrative about time worth taking - if it’s worth doing it’s worth doing well. Whether that’s their uncompromising approach to sourcing ingredients to ensure every flavour is up to scratch or taking time to carefully craft our colour palette and typography in the creative process. We gave the Piper a new purpose—placing it front and centre as a larger-than-life icon. Creating a bold authentic colour palette we made a brand world full of illustrations, like cosy indoor pubs and people basking in the sunshine on picnics. It’s inviting, warm and makes passers-by think ‘I’ll have what they’re having’. It’s a world you want to spend time in.

What started as a deli brand found in local pubs is now a nationwide sought-after snack, a category shaping brand in grocery and has huge stand out on shelf. Seeing promise in the brand, Pepsico acquired Pipers in 2019 for £20m. Today, they continue to focus on flavour and have kept their pledge to making crisps taste as they should.