LAURIE’S PIE BAR
NOT YOUR
GRANDMA’S RECIPE
How we cooked up the next evolution of a local legend with branding that finally made them franchise-ready.
MISSION
To those in the know, Laurieβs Pie Bar was already beloved. But this Long Beach business was ready to grow beyond local-legend status. They had the drive, the passion, and best of all, the pie. Just one problemβwhen it came to making the big jump, the current branding fell short. To prepare for a successful franchise expansion, Laurie and her crew needed to evolve.
METHOD
When Commune landed on the scene, our first step, per usual, was working closely with Laurie to bake her story just right. This business is her baby, so it was mission critical that the brand voice was heard loud and clear throughout every purchase and touch point. Together, the phrase βNot Your Grandmaβs Recipeβ became the North Star we followed as we ideated.
MAGIC
While giving the pie shop this major tune up, maintaining Laurieβs brand pillars (or pie-llars) was our secret ingredient to keeping things authentic. The end result was playful yet premium, nostalgic but not stuck in the past, not your grandmaβs recipe. And because this re-brand was triggered by a desire to franchise the business, we set the crust on this campaign with a consistent, memorable design system that can easily be replicated in all future locations.
CREATING A COHESIVE BRAND SYSTEM THAT ALIGNS WITH LAURIEβS MISSION.
PACKAGING
The re-imagined brand guide allowed us to create interactive pie boxes that elevated the customer experience through detailed design and surprise storytelling moments.
BRANDING EXTENTIONS
Laurieβs pie bar had been ordering assets sporadically, hoping one would finally stick. We fixed this (saving them time and money) with a cohesive, recognizable branding system that lived up to their Long Beach reputationβnow featured on apparel, signage, packaging, and the website.
