Square Pie is Britain’s first gourmet pie company, having created 116 different types of pie and providing a truly British culinary experience. We were appointed, alongside design agency Pentagram, to refresh their architectural and brand identity to reflect their experience within the industry, to coincide with their new outlet in Stratford City Westfield.
With an increase in competition appearing on the high street, Square Pie wanted to re-establish the provenance of their brand. Angus Hyland and his team found a solution that returned to Square Pie’s roots in London’s Old Spitalfields Market.
Working with Pentagram we were able to express Square Pie’s heritage in the new identity by taking the architectural and visual language back to the vernacular of a marketplace with the designs ultimate aim to carry through the brand values of authenticity and contemporary Britishness.
Freehaus provided full architectural services from inception to completion. This included optimising spatial layouts, preparing information for Westfield’s rigorous qualitative and performance sign-off procedures, building control submission, information for tender to the contractors, construction information, material specification, coordination of specialist contractor elements and site support.
The concept was successfully delivered and was rolled out nationwide to other existing outlets.