Bubby’s

Brief

Bubby’s was founded in 1990 as a pie shop and over the years has become an iconic and beloved New York institution for comfort food.

Bubby’s approached us to help them evolve their brand- ing, while holding onto everything that has made them special over the years.

Findings

After presenting a strategy statement to the owners and laying out the keywords: Quality, American, Welcoming, Love, we explored what those things meant visually.

The result was a brand based on a grandmother’s love, the most welcoming feeling possible. We then created custom patterns based on wallpaper and quilts you’d find at Bubby’s.