Dad’s Pies

Started in 1981 in Red Beach, North Auckland to hungry beachgoers, Dad’s Pies began out of a small family run pie shop (run by dad) which built a cult following to a renowned retail brand managed by the sons. A true Kiwi family run business. The previous packaging focus was on focused on the quirky ‘dad’ which resonated with a niche audience, but to enable wider appeal with consumers and retail the packaging required considered reworking, without losing the essence of the brand.

The Onfire team identified the opportunity to ‘simplify to amplify’. The essence and whimsy of the brand is in the wordmark, and that was being cluttered by other visual elements. Taking these away, while also refining the word marks letterforms allowed this to be used oversized on pack. Flavours are also now easy to shop to ensure the brand is not only easy to see in store, but also shop.