Clive’s is producer of healthy, handmade, free-from foods that include a variety of pies, pasties, dips and cakes. They have a small dedicated team working from a kitchen in South Devon and ship their products nationally to health food shops such as Holland & Barrett and to online retailers goodnessdirect and Ocado. Design studio Believe In have worked with Clive’s since 2005 and have been responsible for creating the packaging for many of their products. Recently, Believe In were given the opportunity to update the packaging for Clive’s original range of individual gluten free pies — which have rapidly grown in popularity — and for their frozen twin packs as they expand into Europe.

The introduction of still life photography makes a significant difference to the tone and communicative quality of the packaging. These deliver, in a familiar, instinctual and well shot way, a strong earthy and rustic warmth through a good composition and juxtaposition of worn, dark wood surfaces and coloured linens, the steel of kitchen tools and utensils, rich product and bright raw ingredients, and a mix of ceramics and traditional cutlery. These effectively build on the values of hand craft, home cooking, ingredient quality and bold flavour already established by a contrast of hand rendered type and panels of bright colour, as well as hinting at the inspirations behind each recipe. A new proprietary structural design with a rip top lid adds a layer of functionality that provides better product protection and an on-the-go and convenient quality.

Design: Believe In
Opinion: Richard Baird
Fonts Used: Vag Rounded

Believe In have worked with Clive’s since 2005 and have been responsible for creating the packaging for many of their products, these have included both their Pot Of and Dip ranges which feature a neat and often under utilised interior printed wall detail.