With a shop in Hanmer Springs, and pies stocked in supermarkets across the South Island, PJ’s Pies were looking for a fresh, new look to stand out from the competition and reflect the premium nature of their product. Working closely with owners Jim and Kate, we developed new branding celebrating PJ’s Pies’ Swiss roots and dedication to crafting pies to the highest quality.
Development of the new brand included visual elements of a new logo, typefaces, colours, and illustration of the Hanmer Springs Village; along with written elements including tone of voice, the tagline ‘Humbly Swiss Baked - Not So Humble Pies’ and a selection of key messaging. In line with the rebrand, new packaging was designed to reflect a premium, artisan aesthetic. The new labels, colour matched to the flavours of the pies, enhance shelf appeal and highlight the pies’ standout features: PJ’s signature obnoxiously crispy pastry and premium local ingredients. The PJ’s Pies rebrand was launched with eDMs, social media content, a website placeholder page and new signage for the Hanmer Springs pie shop.
The launch of the new brand and packaging received positive feedback from their loyal customers on social media and saw an increase in pies ordered by PJ’s suppliers. The bold new packaging stands out on the supermarket shelves and the interactive signage is engaging Hanmer locals and visitors. This is just the beginning for The Mark and PJ’s Pies, as we continue to partner on a new website, building social media reach and engagement and growing their business.
"Engaging with The Mark has had a truly positive impact on our business with almost instantaneous results. The support and ongoing strategic approach will help us to achieve our goals."