Skoff is a new pie brand from one of Ireland’s most popular celebrity chefs, Donal Skehan. Containing only natural ingredients, the name Skoff was chosen as it communicated how the pies should be eaten and also, by changing the C to a K, linked it to Donal and the Skehan family. We have been involved in the project from the very beginning, collaborating with the Skehan family on all aspects of the brand identity from language and packaging to livery and digital. It was important for us that the identity and packaging reflected Donal’s personality and love of all things retro as this is Donal’s trademark and what the consumer wants when purchasing his product. Subtle detailing in the print finishes of the packaging give the product the quality edge. The typography and stark graphic teeth are a playful homage to the works of iconic American designers such as Roy Kuhlman and Paul Rand.