National Pies debuts flavourful facelift for iconic brand

Tasmanian Bakeries has introduced new branding for National Pies, which reflects the companies’ exciting growth, with the updated packaging set to be distributed nationwide in the coming months.

The new look features a revamped version of the iconic moustache and hat logo, with each flavour sporting a unique facial expression along with varied background colours for its respective SKUs.

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.

“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.”

Says Jason Cranage, owner, Studio Ramp, the creative agency behind the brand refresh: “We were thrilled to work closely with National Pies to understand what made this brand so iconic.

“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 is 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.

For more information on National Pies products, visit tasmanianbakeries.com.au or follow National Pies on Facebook and Instagram.

Client: Tasmanian Bakeries – National Pies
Senior Marketing Manager: Chloe O’Hare Carroll
Creative Agency: Studio Ramp
Owner: Jason Cranage
PR Agency: Soda Communications