Aussie favourite National Pies unveils new branding
Tasmanian Bakeries has announced the iconic pastry brand National Pies will undergo a rebrand, including a revamp of its legendary moustache logo.
Each flavour of the popular on-the-go pies will also have fresh packaging with a unique facial expression.
Tasmanian Bakeries CEO Geraldine Tebbutt said the new branding is a testament to how far the business has come.
“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,” she said.
“Since 1942, we’ve been the pie of choice in Tasmania, available in nearly every corner store, sports canteen, and petrol station. Our moustache and hat logo has become iconic, with some Tasmanians even having it tattooed. To Tasmanians, it’s synonymous with home.”
In 2021, the family-owned business expanded into mainland Australia, and they are now available in retailers nationwide, including Woolworths, Coles, and Bunnings.
Tebbutt added: “We’re truly a national pie. This incredible growth journey has allowed us to bring National Pies to more Australians than ever We’re excited to introduce a fun new twist to mark our expansion.”
Jason Cranage, founder of Studio Ramp, the creative agency behind the brand refresh, expressed his excitement about the collaboration.
“In our creative process, we worked closely with Tasmanian Bakeries to capture the DNA of National Pies and understand why their pies are so loved,” he said.
“Understanding National Pies means understanding the things Tasmanians hold close to their hearts. We wanted to create a brand evolution that celebrated its heritage while introducing a new warmth and quirkiness to bring to life its new brand positioning: ‘Proudly Tassie, Proudly Different.'”
The new packaing will be launched nationwide in the coming weeks, with the brand officially transitioning to the updated style in October.
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