George Adams is a well-established family-operated butcher company. Noting growing demand for their range of pork pies specially made for a prestigious store, they decided to create their own pork pie brand. The task was to develop a contemporary brand identity for the pork pie range with a credible 100-year heritage. A slice of family history led to the visual concept: a brand story based on the friendly rivalry between the two men, Adams and Harlow. Using a blend of quirky illustrations and old-fashioned typography, a brand with both heritage and modernity was created.