Holland's pies are famous in Lancashire and a favourite from the local chip shop. Their packaging neglected to honour the history of the vans that are famous in the region.

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We introduced the 'Proper Pies and Puds' strap line, refined the old fashioned hand painted logos from their fleet of delivery trucks and on the core products removed the redundant imagery.

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The next brief was to challenge Ginster's pasties predominant in garage forecourts. We developed some cardboard engineered boxes that could be opened with a tear strip and enabled consumers to eat on the go. It also had a scalloped base to avoid over cooked pastry in a heat shelf.

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Sales surged by 10% to £44m in 2008, returning their finances to the black for the first time since 2005.