Brief • To name and design packaging for a new pie range aimed at kids aged 5 to 11. The client wanted to emphasise Four’N’Twenty’s ownership of the colour yellow while creating something unique. The naming and design concepts were to be applied across packaging mock-ups, with the preferred option also used in a concept ad poster.

Solution • Developed four initial concepts for the pitch, offering a range of styles from playful to market-safe. Each concept was distinct, ensuring a broad discussion with the client on the direction to take for the new pie range.

Concept 1 – Little Biters (Preferred)
A playful name that taps into the target audience—little kids and their small pies, with a cheeky nod to how they can turn into ‘little monsters’ when hungry. Introducing a fun character, ‘Greedy Guts’, who promotes sharing and encourages kids not to be greedy. This character would instantly connect with kids and add a fun element to the range.

Concept 2 – Minis
Targeted at older kids, this concept features a kid’s hand silhouette as the central design element. The hand would extend across packaging and advertising, using ‘shadow puppets’ to represent the different flavours, appealing to both boys and girls with its clean, simple styling.

Concept 3 – Bolts
Featuring a bold lightning bolt design, this concept plays on the idea of hunger striking suddenly, with the tagline "When hunger hits!" to emphasise the quick and satisfying nature of the pies.

Concept 4 – Juniors
A straightforward approach, positioning the pies as smaller versions of the classic large pies—familiar but made just for kids.