A graphic with a red background featuring a vintage-style photo of a person in cowboy attire playing a bugle, with the words 'THE PIE BAR' in bold white and black letters.

Pie Bar

Brand Identity
Brand Guidelines
Packaging Design
Collateral

2017

The Fab Restaurant group, known for their long-running and well-liked Toronto pubs, decided to diverge from their current offering and open an Italian restaurant right on Toronto's waterfront. They wanted to create an experience that was a little left of centre and delivered the unexpected to their guests - whether that was in the form of quirky ingredient pairings on their signature pizzas or their indulgent gelato bar where patrons could build their own creations.

Awake created an identity that also brought that sense of the unexpected to the experience. Custom-made typography was created which helped to communicate in a unique and appealing manner, complemented by quirky retro-inspired cut-out photography, all supported on an unflinchingly strong vermillion background. 

The summer 2017 launch of the brand was a roaring success with talk about other possible locations in the future. 

  • An image of the Cultural Center.

    01

  • An image of the Cultural Center.

    02

  • 03

  • Three women in vintage clothing striking different poses against a red background, with text reading 'Pie Bar' over each woman.

    04

  • View of a pie bar restaurant with staff preparing food behind the counter and a large neon sign that says 'Pie Bar' above the counter.

    05

  • Red stickers with the words 'PIE BAR' on a glass surface in a repeated pattern, slightly rotated.

    06

A pepperoni pizza garnished with fresh basil leaves on top, placed on parchment paper on a dark wooden table next to a menu and a red cocktail menu.
Two clipboards with menus attached, one with part of the menu visible and the other with the menu partially peeled back, placed on a red background.
A black A-frame outdoor signboard promoting a pie bar with a red background, featuring a girl riding a scooter, and displaying the website, social media handle, contact number, and operating hours.
Business cards for a pawn shop with a red background and a silhouette of a woman holding a telescope, and contact information and hours on the other side.
A man in a black shirt with red lettering is holding a waffle cone with red ice cream in his left hand and a metal ice cream scooper with red ice cream in his right hand, with a patterned wall in the background.