As a refresher Id just like to remind everyone that I am rebranding Kansas Citys Best Kept Secret, Pot Pie.

Mission Statement

Pot Pie is out to serve quality food, space and entertainment by creating an environment that is comfortable yet elegant.

Pot Pies Mission statement is out to serve quality food, space and entertainment by creating an environment that is comfortable yet elegant.

Through branding Pot Pie, I would like to appeal to an audience who values the comfort food atmosphere through a rustic, nostalgic and elegant aesthetic/concept.

For my rebrand of Pot Pie the new brand objective is to appeal to an audience who values the comfort food atmosphere through a rustic notalgic and elegant aesthetic/concept.

Easy living and comfort dining

The Brand Essense of Pot Pie is Easy Living and Comfort Dining

Branding Idea #1

Proposal one

Pot Pie is supposed to be fun, but have some sophistication to it. I felt that this monogram showed both, by having playful serifs, and a very elegant stroke.

Type families that will be included within this branding are Century and Trade gothic. Century has a very elegant ow to it, while trade gothic is strong and can back up a lot of diverse content.

I wanted the color palette to exude a very soft, and rustic feel. By having light pinks with a dark brown and mustard yellow made the pinks look less feminine.

Keeping the logo type static with uid ITC Century Std shows that Pot Pie is sophisticated yet nostalgic.

Looking at image references I wanted to refer to pies, due to that being the main thing on their menu. Showing the cross hatch pattern as the branding core graphic element felt appropriate for this direction.

Image style

When dealing with imagery in this direction, I wanted to show a very clean masked image of food and objects part of the Pot Pie experience. The oval shape references old photo frames, to give it that nostalgic feel.

Dealing with the essence, brand mark and brand logo type here is the nal signature of this proposal.

Branding Idea #2

Proposal #2

Pot Pie is supposed to be comfortable and fun. This brand mark is dealing with how playful a P can be, to see if its recognizable to a large group is key.

ITC Franklin Gothic

ITC Franklin Gothic will be applied to the entire brand. Dealing with the entire family will show how diverse one element can be, just like Pot Pie.

this cool color palette is relaxing, yet rustic at the same time. Applying the blues to certain photography and type treatments will then help the brand be more cohesive.

Setting the type in bold condensed Franklin Gothic shows the practicality of the brand. Having the thin outline around the type helps it stand out and gives it more versatility to use more than just one color when applied.

Core Graphics will include a pattern of the little pie air holes.

Image style

When dealing with photography and image making in this brand direction. Duo toned images will be applied within the color palette provided. Then, the core graphic pattern would appear on images as well.

Here is the brand signature With an added element of a banner saying that Pot Pie is exclusive to KC, MO.

Branding Idea #3

Now here is my nal proposal that I think would best Suit pot pie through and through.

This brandmark shows the interconnection of two hand drawn Ps. This is referencing the pie air hole shapes in the middle of the pie, but also the hand rendering of the type is very personable, and shows that the food is made from scratch and has the hand involved.

Using Clarendon for logo type and body type throughout shows how friendly and comfortable Pot Pie is. The slab serif attitude of it as well is very nostalgic and homey.

The tall san serif typeface is smooth and elegant feel to it.

The color palette is based off of food and natural elements that you would nd around cooking and being at home.

This is what the logo type will look like when standing on its own. The slight shadow is referencing a retro and nostaligic feeling.

The core graphics would again, be the pie air holes. AS well as using pattern on various items across the brand.

Imagery is a big deal within this proposal. The images compositionally are planned around straight on shots, as well adding some warmth to the tones.

Here is the signature. All elements joined together. It will be one toned at all times depending on what is lying on in the background. The circular shape with the tagline and essence is referencing the shape of a pie.

applications

Here is the rst application of the Pot Pie brand. The business Card for the actual restaurant. Keeping it simple with a lot of white space, so everyone knowns where to go.

applications

While the back is full of color and the core graphic pattern.

applications

Cups and plates would be apart of the brand elements as well. Having a small elegant brand mark on the cup makes everyone see it, and recognize that mark even more.

applications

A delivery truck doesnt have to be over whelming. Especially when dealing with such a small restaurant. Putting the signature on the van is straight forward and recognizable.

applications

Due to it being a place that serves food, people will be ordering out, as well as taking left overs home. So giving them something to take that home is imperative. I also wanted to keep in mind the scale of the restaurant. Pot Pie is local, so having extravagent items probably wont be realistic, so just included a one tone mark on a bag seems to be the most logical.

applications

When promoting Pot Pie, imagery will be the high light. Large graphic images will be placed around with the one toned signature on time to show the cohesiveness within the brand.

Pot Pies brand refresh is all about comfort and elegance mixing. Here is an example of where they are, and where they could be.

As well as an example of them competing equally on the level they should be competing at.

Thank you.