I’m pie
I’m pie is a dessert brand based in Seoul, offering a variety of tarts and pies. The rebranding focused on expressing the wit of the brand name, which evokes the familiar phrase “I’m fine. Thank you. And you?”, while conveying the brand’s key words: warmth, softness, and sophistication. Inspired by the outer shape of a pie, I designed a serif logotype with soft curves. also developed graphic motifs inspired by the forms of pies and tarts, as well as flowers, and expanded them into a range of patterns.
I contributed to the interior design of I’m pie’s new store. While maintaining the brand’s overall tone and mood, I created new patterns and graphics to present a wider variety of the brand’s visual imagery. These graphics were framed and displayed throughout the space.
Brand Identity, Packaging