ABOUT

Bubby's was founded in Tribeca back in 1990 as a pie shop. Over the years, it has become an iconic and beloved New York institution for comfort food. This homely NYC icon needed to re-establish itself back to the top! with a rebrand and a burst of colour to help energise their history and communicate what they do best of all! Food!

First, we reinvented their wordmark away from the computer-generated script font they used into a handmade classic signature style, so it would feel real and authentic to the past. We then decided to celebrate their fresh and simple comfort food. Highlighting ingredients and timeless classics of going out for coffee & pie or a lazy pancake brunch. Making these restaurant staples the real heroes of Bubby's!

Deliverables included: Branding strategy, brand design, logo mark, Identity system, illustration, custom typeface, menu design, awning & canopy, print collateral, exterior signage, merchandise & packaging design.