Magic Mini Pies


Charlotte, NC based food brand Magpies specializes in single-serving hand pies boasting creative flavor combinations for savory and sweet pies. From strawberry rhubarb to Chicken Tikka Masala, this Mother-daughter duo likes to explore traditional and global flavors sourcing as many Charlotte local ingredients and spices as possible.

Brand Strategy + Planning
Brand Identity Design
Retail Collateral
Food Truck Design

We wanted to pair pie imagery with the illustration of the Magpie bird, as the species collects small, often shiny objects in their nests, similar to the curation of ingredients baked in a pie. It was a fun challenge to think about all the different shapes of pie, and also think through the process of baking a pie and what tools are used in cutting fun shapes and edges and pressing in the crust.

The secondary marks bring bold color and fun into an industry that tends to have more traditional and classic aesthetics. The nature of hand pies and the age of the business allowed us to take some branding risks with the funky type, abstract shapes, and secondary patterns.


Selected for LogoLounge Book 14
LogoLounge Book 14 Featured Case Study

Aarthi + Addy Swaminathan
Magpies Mini Hand Pies Co-Founders
We were looking for a brand identity that could bring together Magpies, the bird and hand pies, with a little bit of magic. Atlas Branding understood the message really well and provided us with a brand identity that exceeded our expectations.