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NOT YOUR GRANDMA'S RECIPE
LAURIE'S PIE BAR
BRANDING
ILLUSTRATION
ART DIRECTION
WEB DESIGN
THE ASK
Laurie's Pie Bar, formally known as The Pie Bar, is known for their unique and delicious pies. With the request for a full brand identity refresh in preparation for franchising, I created everything from store signage, packaging materials, and web design.
APPROACH
Keeping the core brand pillars (or pie-llars) was an essential part when rebranding the pie shop. I was challenged to create a brand that was playful yet premium and made you nostalgic of home but not your grandma. I worked around the idea of "Not Your Grandma's Recipe", which pushed the Pie Bar's innovative drive to the forefront of their brand. Since the re-brand was triggered by the want to franchise, it was crucial to set the crust with a consistent, memorable design system that could be replicated in hundreds of future shops.
![](https://static.wixstatic.com/media/b8e2df_280caaa26bb84b91b9ea74851d601522~mv2.png/v1/fill/w_49,h_19,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/Banner.png)
REBRAND
Establishing and protecting the refreshed brand identity of Laurie's Pie Bar.
CUSTOM ILLUSTRATIONS
A part of maintaining the balance between playful and premium required custom hand drawn illustrations which became the core element of the brand.
![](https://static.wixstatic.com/media/b8e2df_1ff0ce63f0cb425b8b24b7fa89819e99~mv2.png/v1/fill/w_49,h_50,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/b8e2df_1ff0ce63f0cb425b8b24b7fa89819e99~mv2.png)
![](https://static.wixstatic.com/media/b8e2df_8c8f6da780544733ad2d0dd857df88ad~mv2.png/v1/fill/w_49,h_40,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/b8e2df_8c8f6da780544733ad2d0dd857df88ad~mv2.png)
![](https://static.wixstatic.com/media/b8e2df_9ca118788c3d44a5b3585b32bade0a1f~mv2.png/v1/fill/w_49,h_115,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/Web%201920%20%E2%80%93%201.png)
![](https://static.wixstatic.com/media/b8e2df_e4d6df7f4c8d431fad064b4fde6d7bf0~mv2.png/v1/fill/w_49,h_51,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/iPad.png)
![](https://static.wixstatic.com/media/b8e2df_8cfdbe713b1e456c91ad161f475628a2~mv2.png/v1/fill/w_49,h_43,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/b8e2df_8cfdbe713b1e456c91ad161f475628a2~mv2.png)
![](https://static.wixstatic.com/media/b8e2df_e26f29cbfaf94a0097774170df5ea425~mv2.jpg/v1/fill/w_147,h_184,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/b8e2df_e26f29cbfaf94a0097774170df5ea425~mv2.jpg)
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