Hinman Pie
01 — scope
brand identity
VOICE & TONE
packaging
PHOTOGRAPHY
collateral
merchandise
WEBSITE
02 — goods
Hinman Pie was born of the pandemic. After a significant dip in what was a successful wholesale bakery business, founder and baker John Hinman needed to get his product directly in front of the consumer. With a large number of stores closed and consumers staying home we’ve seen a huge increase in food delivery services and with it an opportunity to pivot. So we helped John rebrand and create a suite of packaging materials catered to the delivery of these delicious pies that you can bake yourselves in the comfort of your home.
03 — details
The direction for the visual identity is a mashup of John’s famous flaky-butter-thick-as-hell double pie crust and postal ephemera to bring home the delivery nature of the brand. The warm tones of pastry dough accented by all the colorful fillings used throughout bring the color palette to life. And the voice takes a humorous, feel-good approach that goes hand-in-hand with this reigning champ of the comfort food pyramid.
