National Pies, Tasmanian Bakeries‘ most celebrated product since 1942, now sports a modernized version of the iconic mustache and hat logo. Each flavor features a unique facial expression and varied background colors.
Geraldine Tebbutt, Tasmanian Bakeries CEO, said the new branding is a testament to the business’s growth. “While we have had a consistent presence in Australia for the past 80 years, it’s important to constantly evolve our branding while continuing to connect with our customers.”
Tebbutt shared that National Pies has been the pie of choice in Tasmania since 1948. It’s available in every corner store, sports canteen, and petrol station. “Our mustache and hat logo has become iconic with some Tasmanians even having it tattooed,” the executive said. “To Tasmanians, it’s synonymous with home. We started sharing our products nationwide in 2021 and now, we’re truly a national pie.”
National Pies are accessible to more Australians than ever before, and now Tasmanian Bakeries have powered it with a fun new twist to mark its expansion.
Studio Ramp helped Tasmanian Bakeries with the new look for the National Pie. Jason Cranage, owner of Studio Ramp, said they worked closely with Tasmanian Bakeries to capture the DNA of National Pies and understand why the pies are so loved. He pointed out that understanding National Pies means understanding the things Tasmanians hold close to their hearts. “We wanted to create a brand evolution that celebrated their heritage while introducing a new warmth and quirkiness to bring to life its new brand positioning – ‘Proudly Tassie, Proudly Different’.”
Also Read: Branded Cities Acquires Operating Rights of Woodbine Entertainment
