Tasmanian Bakeries has introduced a new branding for National Pies, with updated packaging that will be distributed nationwide in the coming months. 
The new look features a revamped version of the “iconic” mustache and hat logo, with each flavor sporting a unique facial expression as well as varying background colors for their respective references.
Tasmanian Bakeries CEO Geraldine Tebbutt says the new branding is a testament to how far the business has come.
“While we have had a consistent presence in Australia for 80 years, it is important to constantly evolve our brand while continuing to communicate with our customers,” she says.
“Since 1942 we have been the pie of choice in Tasmania, available in almost every corner store, sports canteen and petrol station. Our moustache and hat logo has become iconic, with some Tasmanians even getting it tattooed on their faces. For Tasmanians it is synonymous with home.
“We began offering our products nationally in 2021, and are now a truly national brand. This incredible growth has seen us bring National Pies to more Australians than ever before, and we’re excited to introduce a fun new version to mark our expansion.”
Jason Cranage, owner of Studio Ramp (the creative agency behind the brand refresh), expresses his team’s excitement about working with National Pies.
“We were delighted to work closely with National Pies to understand what made this brand so iconic,” he 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 what Tasmanians care about. We wanted to create a brand evolution that celebrates their heritage while introducing new warmth and originality to bring to life its new brand positioning: ‘Proudly Tassie, Proudly Different’.