Tasmanian Bakeries has introduced updated packaging for its National Pies range, featuring a redesigned version of the brand's iconic moustache and hat logo. Each flavour variant comes with a unique expression and distinctive background colours for its respective SKUs.
The new packaging, developed in collaboration with creative agency Studio Ramp, will be rolled out in the coming weeks, with the full transition expected by October.
Geraldine Tebbutt, CEO of Tasmanian Bakeries, said, “While we have had a consistent presence in Australia for the past 80 years, it’s important to constantly evolve our branding while continuing to connect with our customers.
“Since 1942, we’ve been the pie of choice in Tasmania. Our moustache and hat logo has become iconic, with some Tasmanians even having it tattooed. To Tasmanians, it’s synonymous with home,” Tebbutt added.
National Pies began distributing its products nationwide in 2021, and the company is now present in every Australian city through retailers like Woolworths, Costco, Coles, IGA, and Food Works. The pies are also available in Bunnings Cafe & Cart locations and Muffin Break stores.
Commenting on the graphic design for the packaging, Jason Cranage, owner of Studio Ramp, said, “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 a brand evolution that celebrated their heritage while introducing a new warmth and quirkiness.”
