2020 Selection

Designed by Rachel Kerr at CI Studio

Design: Philip Mitton

Creative Direction: Mel O'Rourke

Interiors & fit-out: Tétris UK

Categories: Environmental / Identity

Industry: Commercial

Tags: Food and drink / Restaurant / Packaging / Print / Branding / Environmental

PYE is a new space for eating, working and sharing ideas located on the top floor of the Omnicom London HQ. Omnicom is one of world’s leading creative groups and it’s HQ buildings look to the area for the naming of its internal spaces. The former Pye Gardens situated nearby was our starting point and shaped the visual language. As Pye is old English for pie, many of the graphic elements are rooted in this visual vernacular. The main typeface is formed from intersecting triangles which convey a piece of pie. This is emphasised through mixed tones forming each character, bringing an abstract aesthetic to signage and messaging.

Pattern is derived from retro starburst and perforated contemporary pie tins. Copy is whimsical, inspired by the phrase 'pie in the sky'. Collaborating with the interior architects and the restaurant operators, the identity is established across touch points such as signage, environmental graphics, experiential design, print and packaging, creating a playful dining workspace.