A full launch identity for a new food brand that feels fun, familiar, and ready to grow.
THE BRIEF
How do you launch a brand when the food itself is a new concept?
Pie Square wanted to bring deep dish pies to Adelaide. The challenge? Nobody knew what a deep dish pie even was. We built a brand that introduced the concept while keeping it familiar enough to feel pizza-adjacent, giving people a clear reference point to work with. They asked us to create a full launch identity, digital presence, and event strategy that would give them a confident start.
Our aim was to give Pie Square a playful, modern identity that people could connect with instantly. We wanted bold visuals, strong type, and a square motif that nodded to pizza without claiming to be pizza. The goal was to make the brand fun, approachable, and versatile across print, digital, and in-store. Every design choice was grounded in making the food the hero while shaping a brand that could scale.
THE PROJECT
How did digital yarn execute the launch of Pie Square?
We started with the branding. The logo and colour palette were designed to be punchy and energetic. The square motif linked back to pizza culture so people had an easy mental reference, but the clean type and playful colours kept it distinct. Menus, posters, and business cards extended this system into collateral that felt consistent and memorable.
We built a simple website that showed the food, the venue, and the brand in a clear, bold way. The design was bright and vibrant to further push the chaotic and playful brand ethos. We integrated all of the standard online ordering buttons, menus and FAQs to keep the website intuitive.
We produced launch reels and photography that captured the character of the brand. The content was fast-paced, light-hearted, and social-ready. It showed the pies in detail, but also the personality of the team and the experience in the venue.
To amplify the launch, we worked with local influencers. We invited them into the space, gave them the tools to create authentic content, and designed activations like a photo wall that encouraged sharing. This ensured Pie Square reached beyond its immediate audience and tapped into trusted local voices.
The launch night at 258 Pulteney Street was the culmination of all the work. We handled the on-site branding, video capture, and flow of the event, making sure every detail aligned with the identity we built. The result was a night that doubled as both a celebration and a strong marketing push.
