ABOUT

Devise a branded concept to launch a local (UK) phenomenon in New York City.

The approach to this brief started with avoiding british sterotypes and wanting to tell the USA what England is really like!

Focusing my research on food, this lead me into looking at pies and how they originated in medieval england. I found out that the pie was lost in translation over in America - and the it lost it’s true heritage.

I wanted to bring it’s heritage back, and celebrate a slightly different pie, a cornish pasty, but one that a working man in New York would love. Therefore my idea for Mine, an underground cornish pasty shop in NYC, was devised.