Pot Pie

Pot Pie is located on Westport Road right off of Southwest traffic Way in Kansas City, Mo. not many people know about it becuase it’s considered...

Current Mission Statement

“Kansas City’s best kept secret”
or

“Taking it easy since 2003”

Kansas City’s best kept secret. This is their current Mission Statement, or should I say Statements.

Current Brand Essence

A casual place to eat your favorite comfort food

They are famous for the Pot Pie they serve, as well as the essence of a casual place to eat your favorite comfort food.

Current Brand Elements

As of now, these are Pot Pie’s current brand elements. Pot Pie has a website explaining what Pot Pie is about, as well as how they started and what is on their menu. Pot Pie has been in the news a numerous amount of times, so it’s obviously a well liked place. One of the main reasons I wanted to tackle Pot Pie as a rebranding project is because the current branding just does not fit the atmosphere and experience it provides. Their mark is harsh, and clunky. As for the imagery Pot Pie uses to associate itself with, it’s on the verge of a wanna-be retro aesthetic by using older illustrations of housewives and little farmer boys. The store front is very quiet, and not very noticeable when driving or walking by, so it’s hard to get new customers to want come inside.

The store front is very quiet, and not very noticeable when driving or walking by, so it’s hard to get new customers to want come inside. They like to use a chalkboard to lure people inside. Then they use it again as their menu. Which is smart, due to not having to reprint a menu everyday since their ingredients change so much, But it also gives it a more relaxing experience. there isn’t as much pressure on the customer due to how exclusive the menu is. They like to keep it simple.

Current Brand Attributes

Local Intimate Comfort Warm Casual

Pot Pies current brand attributes I feel are on track with it being a Local establishment, so it has a feeling of ownership with KC. Due to how small Pot Pies space is, it sets it up for a very intimate experience. The food is all about it hitting just the right spot. So a taste of comfort is essential. The low key attitude that the waitress takes with you makes you feel like you’re in your own kitchen, so it’s a very warm and welcoming environment. Also, Pot Pie is somewhere you can put on your favorite jeans and white shirt. No need to try and impress anyone by being in your best dress.

Current Target Audience

Persona #1

Paul, 38

This is Paul, he is 38. Pot Pie is his favorite restaurant in KC due to the quality of the food and unique environment. This is where he goes for his birthday dinner every year.

Persona #2

Katie, 65

Katie was born and bread in KC. She’s 65 and really enjoys the idea of local restaurants in KC, also Pot Pie is her favorite meal to make, so it’s a place where she can still enjoy the food, but not have to be the one to make it.

Persona #3

Becca & Steve, 30 33

Becca and Steve have been together for 8 years. They aren’t real dedicated to Pot Pie, but they have been a couple times, and they enjoyed their experience for the most part.

Current Key Competitors

Bluestem Westport Cafe & Bar West Side Local

THREE MAIN COMPETITORS Considering Pot Pies location, it’s next door neighbor, bluestem is definitely a large competitor with location and the idea of the local restaurant. The food there is also a competitor, it’s a bit higher end than what they offer at Pot Pie. West Side Local offers the same type of unique experience, of it being a small intimate environment. The difference between the two is that Westside local as more space, and has an outdoor seating area. Then westport Cafe is a competitor due to each being in the same type of neighborhood and offering similar things, such as atmosphere and food

A rebrand of

Pot Pie
After analyzing the Pot Pie that exists and thinking about how I, as a designer could change that for the better, or just different. I came up with a slightly adjusted target audience, brand essence, mission statement so that they can compete with other restaurants in KC on a more competitive level.

reBrand tagline

“Just like Home.”
or

“Kansas City’s best kept secret”
or

“Easy living and comfort dining”

reBrand Mission Statement

Pot Pie is out to serve quality food, space and entertainment by creating an environment that is comfortable yet elegant.

reBrand Essence

Pot Pie is the place to go with those who you are closest to.

Brand Attributes

Rustic Romantic Night time Nostalgic Fresh

These brand attributes are trying to get at a diverse atmosphere, but also a very unique experience.

Inspiration

Inspiration Inspiration

Color

Some inspiration I have found that may influence my path with the rebrand of pot pie. COLOR Bringing a more bright, but sophisticated color palette to the brand I think would really freshen the place up.

Inspiration

Feeling

This is very homey feeling and somewhat DIY which makes it feel more local and intimate.

Inspiration

Feeling

This image is a good representation of what I want the Brand essence to feel like. The typography is fluid, yet rustic.

Inspiration

Texture

Packaging up togo orders or doggie bags is a brand element I was considering, so having a unique texture to that would be nice.

Inspiration

Texture

Wood Paper would be a nice element, due to the masculine feel, but with some fluid/elegant type applied it can really change the feeling.

Inspiration

Pattern

One of the things I’d like to incorporate within Pot Pie is some sort of pattern element. Wall paper, china, napkins?

Inspiration

Typeface

a hand rendered typeface would be a nice touch to show that it’s a local establishment.

Inspiration

Pattern

More patterns.

Inspiration

Logo

The circular shapes that take place remind me of a pie. So considering all things that are pie/ round is an idea.

Inspiration

Rendering

also thinking about other ways to use different rendering or aesthetic directions such as collage.

Target Audience

Persona #1

Sarah, 19

This is Sarah. She is a 19 college student that enjoys good food that reminds her of being home.

Persona #2

Zach & Cassie 24 26

Zach and Cassie are newly weds and they eat at Pot Pie at least once a week. They live really close by in Westport and they love that it’s a walkable place that has serves really great quality food. so comparing this couple with becca and steve, Zach and Cassie are more dedicated to Pot Pie, instead of it just being an option, they make it the decision.

Persona #3

Paul, 38

And here is Paul again. I didn’t want to change the target audience too much, due to how successful it is already with the older audience.

Key Competitors

Key Competitors

Bluestem Westport Cafe & Bar West Side Local Blue Bird Bistro R Bar

The new Key Competitors are the same with some added elegance to them. Blue Bird is very similar to Blue Stem with what they offer, but they claim to be all natural and local ingredients, which would be a good thing to add to Pot Pie. The R Bar is a place to go on the weekends for a show and a trendy cocktail, bringing that night life to Pot Pie is a goal.

Brand Elements

Possible reBrand Elements

Business cards Napkins Menus Patterns Wall Paper Dining wear Chalkboard Window graphics

Signage Letter head Envelope To-Go Boxes Website Flyers Bathroom Decor To-Go menus

Objective

Through branding Pot Pie I would like to appeal to a bit younger audience while keeping the same comfort food atmosphere with a punch of elegance.

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