My Pie

My Pie!

My Pie! create the finest pies. Their recipes are perfect, but even with sublime pastry, the finest local ingredients and their spectacular flavour combinations they are dealing with a real Kiwi icon. Meat pies sure - but gourmet pies?


My Pie! began its business life as Pie Crikey. When they decided to concentrate on only the finest handmade, gourmet pies we suggested a change of name might be appropriate. The original name evoked a more budget quality of pie and also had an element of exclamation (or surprise), which is not the best idea in any food product brand.		They agreed, so we set about creating the new brand that would communicate the gourmet promise and resonate with customers. The My Pie! name and new brand mark suits the deluxe end of the market, incorporating a touch of humour and paying homage to the 50’s domestic goddess. The new brand was implemented throughout the company's packaging and promotional material.		You need to get the recipe right, especially when success is dependent on transforming a real Kiwi icon.

My Pie! began its business life as Pie Crikey. When they decided to concentrate on only the finest handmade, gourmet pies we suggested a change of name might be appropriate.

The original name evoked a more budget quality of pie and also had an element of exclamation (or surprise), which is not the best idea in any food product brand.

They agreed, so we set about creating the new brand that would communicate the gourmet promise and resonate with customers.

The My Pie! name and new brand mark suits the deluxe end of the market, incorporating a touch of humour and paying homage to the 50’s domestic goddess. The new brand was implemented throughout the company's packaging and promotional material.

You need to get the recipe right, especially when success is dependent on transforming a real Kiwi icon.