Square Pie identity and packaging
Located in Old Spitalfields Market, at the heart of London’s East End, Square Pie is one of Britain’s oldest gourmet pie companies.
Pentagram was commissioned to re-establish the heritage of Square Pie through its brand identity, packaging and architecture.
The new identity draws upon the provenance of Square Pie, referencing the visual language of traditional British farmers markets, from the typefaces to the materiality of the environments.
Photographs © Pentagram and Alex Johns