We clicked with the Bad Pie team from the start, and enjoyed translating their personality, product, and attitude into a cohesive brand with an engaging social presence. Without losing their playfulness, we set out to produce something edgy and hip, with influences from streetwear and skate. We deconstructed the natural shapes we found in pies, from circular exterior to traditional lattice crust. Eventually that simplified into an “x” and “o”. We used these together as they are known to represent hugs and kisses, and then flipping them 90 degrees to imply a skull and crossbones. We completed the process by locking up the “xo” with a strong word mark for “bad pie” that contrasted the edge and attitude with an approachable nature and intentional forward movement.
Once the identity was locked up, we developed a comprehensive social media strategy, and executed some styled imagery to begin bringing the brand to life. Bad Pie is not a traditional retail shop, and that is reflected in their use of social media, pop-ups, and small batch products. Rather than jumping straight into a brick & mortar environment, they are building a following around made-to-order pies and tarts, event catering, and local pop-ups.