LAURIE’S PIE BAR
FULLY-BAKED IDENTITY
NOT PIE IN THE SKY THINKING
Laurie’s Pie Bar is the spot for a slice of locally-made goodness. But when it came time to expand beyond Long Beach, Laurie’s branding was far from the upper crust. To prepare for a successful leap into franchising, Laurie and her crew needed to evolve everything about the look and feel (thankfully, not the pie).
HEATING UP A FRESH BRAND
Commune worked with Laurie to bake her brand’s 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, we followed our noses to fresh creative that tickled the senses, guided by the idea of “Not Your Grandma’s Recipe.”
TO BE A PIE ON THE WALL
Maintaining Laurie’s brand pillars (or pie-llars) was our secret ingredient to keeping things authentic. The end result was a playful yet premium look that borrowed just enough nostalgia while feeling primed for future growth. A consistent, memorable design system is easily replicated in new stores, from pie boxes to wall clings to merchandise.
MORE THAN A TASTE
The re-imagined Laurie’s Pie Bar brand has appeared on national podcasts, gone viral on social media, been featured in news stories, and been awarded for its package design (okay, that last one’s all us).
TL;DR
Expanding the franchise was the goal. The new brand was the whipped cream on top.
