A New York based restaurant & hospitality group approached us in need of a fresh brand identity for their new pizzeria in Lower Manhattan. The Pie Guy naturally inspired a character-based logo driven by nostalgic hospitality and an old-school charm. Our creative was used to inform a scalable identity of printed materials, packaging, signage, web, and social assets in support of The Pie Guy’s mission to serve top-notch ‘za to hungry New Yorkers.