A new look for Square Pie, by Pentagram’s Angus Hyland

The rebrand comes as Square Pie opens an outlet at Westfield Stratford, which has interiors designed by Hyland’s fellow Pentagram partner William Russell, who worked with Freehaus Design.

Square Pie was set up at London’s Old Spitalfields Market in 2001, and was still using its original branding.

Hyland says, ‘The business is expanding and we felt it was a juncture at which they could fully rebrand rather than evolving the existing branding.’

He adds, ‘There has been a predilection for pie companies to be witty and ironic, but we felt that as Square Pie is serious about pies, the branding should be more authentic.’

The new identity uses a deep red colour, stencil typeface and carries the brand’s launch date and place of origin.

Hyland says, ‘There are a lot of gourmet pie companies around now, and we’re trying to show that Square Pie was first out of the blocks and the only company with provenance in Spitalfields Market.’

The stencil typeface is based on lettering found on hessian flour sacks at the market, while the brand’s red colour scheme has been made ‘a bit deeper and more meaty’.

Hyland says the store designs aim to carry through the brand values of authenticity and contemporary Britishness.