Tasmanian Bakeries has updated the packaging for its National Pies range, featuring a redesigned version of the brand’s iconic moustache and hat logo. Each flavour variant features a unique expression and distinctive background colours for its respective SKU.
The new packaging, developed in collaboration with creative agency Studio Ramp, will roll out in the coming weeks, with the full transition planned by October.
Tasmanian Bakeries CEO Geraldine Tebbutt said: “While we have had a consistent presence in Australia for 80 years, it is important that we continually evolve our brand whilst continuing to connect with our customers.
“Since 1942 we have been the Tasmanian brand. Our moustache and hat logo has become iconic, with some Tasmanians even getting it tattooed. For Tasmanians it is synonymous with home,” Tebbutt added.
National Pies began distributing its products nationwide in 2021 and the company is now available in every Australian city through retailers including Woolworths, Costco, Coles, IGA and Food Works. The pies are also available at Bunnings Cafe & Cart and Muffin Break stores.
Jason Cranage, Owner of Studio Ramp, commented on the packaging design: “We worked closely with National Pies to capture the DNA of the brand and understand why their pies are so loved. We wanted to create an evolution of the brand that celebrates their heritage while introducing a new warmth and originality.”