Brand Identity
Pie Pasteleria
01 — Overview & Concept Lemon pie is a timeless classic. The challenge was bringing it back without making it feel nostalgic — giving it a fresh identity that reconnects people with the emotional, homemade spirit of the dessert, but through a contemporary lens.
Pie® was built from scratch: naming, visual system, tone of voice, storytelling. Everything designed to feel familiar and new at the same time.
Pie® was built from scratch: naming, visual system, tone of voice, storytelling. Everything designed to feel familiar and new at the same time.
02 — Visual System A clean but warm visual language anchored by a friendly lemon character — designed to add charm and personality, and create an emotional bond with a younger audience. The character sits within a system that balances nostalgia with modern design sensibility: simple, direct, and memorable.
03 — Result What started as a simple idea became a brand with a strong voice and clear identity. Pie® positions itself at the intersection of classic and contemporary — a beloved dessert reimagined with intention.
