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LET ME TELL YOU ABOUT US:

The Pie Guy is a well-established manufacturer of premium dessert pies sold in major food retailers throughout New England. The company's pies are made by hand with the best all-natural ingredients: think wild maine blueberries, not preservatives or hydrogenated oils. Because it is made the same way one would make a pie at home, the product has the same irregular, bubbled-over appearance of a homemade pie. Pie Guy pies have a lot of history and a loyal customer base.

HERE IS WHAT WE NEED:

While The Pie Guy's recipes are unchanging, its time to refresh the 10+ year old logo. The company wants a new logo that balances continuity and connection with the past with a more sophisticated and contemporary look. The new logo will be the cornerstone of a refreshed corporate image including new labeling and packaging.

The current logo is attached, along with a product label demonstrating one use. Because The Pie Guy's product is handmade in New England, it is important that the updated logo not be too "slick", that it fit with a traditional product handmade in the woods of New England. At the same time it needs to move beyond the current "clip art" level. The baker cartoon must remain recognizable but the image should be more dimentional, have more character, be more custom art. The cartoon ideally should be able to be rendered in line form and also in a full or partial color form. The positioning of "The Pie Guy" should remain prominent and may be positioned as is currently or in a different orientation. The new logo will form the foundation for a more coherent packaging/branding scheme so it would be good to keep this in mind when designing.

OUR TARGET AUDIENCE IS:

Shoppers in grocery stores and other retail chains.

WE LIKE THESE EXAMPLES:

The following three product lines demonstrate strong central logos that can be used as-is and also as the foundation for an intergated product labeling scheme. We like all three, and in this project we want to develop the core logo on which we will build out a more complete branding/packaging program ... hopefully with the same creative who can work with us over time.

1) Sam Adams Beer: http://www.samueladams.com/world_of_beer...

2) Kettle chips: http://www.kettlefoods.com/our_products/...

3) Badger Balm: http://www.badgerbalm.com/c-2-balms.aspx

WE ABSOLUTELY MUST HAVE THIS IN OUR PIECE:

The core requirement is to balance recognizability and connection to the past (see the existing logo and use in a product label) with a more mature, visually compelling look (see examples above). It must include a richer and more apppealing derivative of the atttached Pie Guy cartoon.

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