This Branding & Design by Saint Urbain was created for Bubby’s. Bubby’s was founded in Tribeca back in 1990 as a pie shop. Over the years it has become an iconic and beloved New York institution for comfort food. This homey NYC icon needed to get back to its roots by way of a rebrand, that included a burst of life and color.
After presenting a strategy statement to the owners and laying out the keywords: Quality, American, Welcoming, Love, the designers explored what those things meant visually.The result was a brand based on a grandmother’s love, the most welcoming feeling possible. They then created custom patterns based on wallpaper and quilts you’d find at Bubby’s.