Thain Creative was commissioned by two entrepreneurs to develop a brand for a new "Wood Fired Pizza Joint" called PIE in Barrie, Ontario. The name is very simple and straightforward, therefore we took a very unique and minimal approach to the design. Our goal was to deviate from the style of major pizza franchises and leave everything to the consumer's imagination. No heavy gradients, no unnecessary motion, just PIE. Ever since we completed the brand identity PIE has experienced continued success in Barrie and we continue to get praise for the simple, honest, mark.