Dads Pies

Great New Zealand Pies

"The Onfire team were great to work with. They understood our brief and delivered a result that reflected exactly what we wanted. They were flexible with our requests and turnaround times. They were also able to deliver on an additional last-minute project for us. The result – a brand re-fresh that is simple but effective while still in-keeping with our original brand feel and history" - Ben Grooten, Sales Manager

Dads Pies

1981, Red Beach, Auckland. This was the beginning of the journey for Dad’s Pies, with a small store offering great quality New Zealand pies to peckish beachgoers. Since then, the brand has grown rapidly - building a loyal fan base and going from a small family shop run by Dad; to a renowned retail brand which could be found throughout the country, managed day-to-day by the sons. The previous packaging had brought the idea of ‘Dad’ to life, giving the brand a quirky and artisan appeal. But the visual elements were not resonating with a broader and younger audience.

Working with the brand's marketing team, we identified the opportunity to bring prominence to the core asset - the name and whimsical brand wordmark. In contrast to competitor brands which used various images, messages and assets which cluttered packs, Dad’s Pies needed to go back to 1981 and own the name. We enlarged the logo by stripping away the secondary graphic elements that pigeon-holed the tone of voice. We carefully refined the wordmarks letterforms, decluttering and tightening up spacing, resulting in a more compact wordmark. Secondary messaging focuses on being a Proud New Zealand brand; the primary blue colour brightened, while flavour callouts were made more prominent - solving the navigation issue in retail store chillers and pie warmers.

The result is a single-minded and robust range of great-tasting pies, made for New Zealander’s which delivers on quality, taste and consistency.

© All images are copyright of Onfire Design and cannot be used without prior permission.

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