Pies and more since 1990
- Branding & Identity
Bubby’s is a New York institution renowned for its classic, made-from-scratch American cooking. The story begins on Thanksgiving day in 1990 when artist Ron Silver started baking pies. Over the past 27 years, Bubby’s has built its reputation as one of New York’s most beloved restaurants and pie shops. We were approached to help Bubby’s evolve its branding in a way that retained and protected the secret sauce that’s made them special throughout the years.
Our process began with four keywords: Quality, American, Welcoming, and Love. We identified these as the essential elements of the Bubby’s identity and went on to explore various ways to represent these concepts visually. Bubby’s quintessentially homey nature called for a visual identity that felt homemade and perfectly imperfect. For a brand run by an artist, we wanted to make a logo that felt painterly, the elongated tail on the Y was inspired by a paint stroke. The overall brand is simple, handcrafted and as welcoming as sitting down at grandma’s for a slice of pie.