Sydney, July 19: Tasmanian Bakeries has introduced new branding for National Pies, reflecting the company’s exciting growth, with updated packaging set to be distributed nationwide in the coming months.
The refreshed look features a revamped version of the iconic moustache and hat logo, with each flavour sporting a unique facial expression and varied background colours for its respective SKUs.
“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,” said Tasmanian Bakeries CEO Geraldine Tebbutt.
“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.
“We started sharing our products nationwide in 2021, and now we’re truly a national pie. This incredible growth journey has allowed us to bring National Pies to more Australians than ever before, and we’re excited to introduce a fun new twist to mark our expansion.”
Jason Cranage, the owner of Studio Ramp, the creative agency behind the brand refresh, expressed his team’s excitement about the collaboration with National Pies.
“We were thrilled to work closely with National Pies to understand what made this brand so iconic,” Jason said.
“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.
“Understanding National Pies means understanding the things Tasmanians hold close to their hearts. We wanted to create a brand evolution that celebrated their heritage while introducing a new warmth and quirkiness to bring to life its new brand positioning: ‘Proudly Tassie, Proudly Different’.”
Individual SKU packaging will be launched nationwide in the coming weeks, with the brand officially transitioning to the updated style in October.
National Pies are now available in every Australian city through Woolworths nationwide, Costco, selected Coles supermarkets, and many independent retailers such as IGA and Food Works. They are also served in selected Bunning Café & Cart locations and Muffin Break stores.
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