Square Pie

Square Pie is Britain’s first gourmet pie company, having created 116 different types of pie and providing a truly British culinary experience. To coincide with this week’s launch of their new outlet in Stratford City Westfield, Square Pie asked Pentagram to refresh their identity to reflect their experience within the industry.

With more and more new pie shops appearing on the high street, Square Pie wanted to re-establish the provenance of their brand. Angus Hyland and his team found a solution that returned to Square Pie’s roots in London’s Old Spitalfields Market.

Pentagram was able to express Square Pie’s heritage in the new identity by taking the visual language back to the vernacular of a marketplace, using the date the company was established and a bespoke stencil font. Hyland also set the photographic style and designed the website and all of the point of sale visuals.

Fellow Pentagram partner architect William Russell helped to design the look and feel of the shops, aligning the interior design with Hyland’s new brand identity. Russell worked with Freehaus Design, simplifying the material palette and visual merchandising proposals to help create the final shop aesthetics.

Project team: Angus Hyland, partner-in-charge and designer; William Russell, partner and architect; Alex Johns, designer; Tiziana Falchi, architect.

Angus HylandIdentitiesInteriorsLondonRecent WorkWilliam Russellsquare pie
08/13/2013 | Permalink