Dimple + Slice

Crafting a brand identity that celebrates the awesomeness of pie!


The Challenge

As the Flory family put effort into growing their pie bakery business, they recognized their need for a unique and memorable brand that exuded their cheerful personality and communicated their emphasis on handmade pies.

The Solution

The creation of a cheerful brand name, along with a corresponding brand identity and logo, aided them in effectively conveying their values and brand purpose.


Gary Hurst - Brand Naming

Skills We Provided

Brand Discovery & Strategy

Brand Naming

Brand Identity and Logo Design

Brand Style Direction

Brand Style Guide


STEP 1: Discovery & Naming
The Flory family approached us with a wealth of ideas and visions. To distill these into a clear strategy, we engaged in a brand discovery session with them.

Following the discovery, Lyndo collaborated with Gary Hurst, a former colleague and prolific brand name creator, to brainstorm and propose name ideas. After exploring various directions, we settled on “Dimple + Slice,” embracing the concept of offering delightful pies with a smile!


STEP 2: Style Direction
Once the name was chosen, we scoured the internet for inspiration and consolidated it into two finely curated brand stylescapes—a collection of logo inspiration, colors, typography, imagery, and other visual cues. These two stylescapes provided two unique brand style directions to choose from. They opted for stylescape 1, while keeping in mind that some elements of stylescape 2 could also influence our design. This laid the foundation for our brand identity design.


STEP 3: Logo Design
Guided by the chosen stylescape, we began designing concepts, while indulging in some pie-eating to fuel our inspiration. We developed and presented three logo design concepts, with Concept 1 chosen for further development.


STEP 4: Brand Application
To help Dimple + Slice visualize their brand displayed on their retail stand, we created this illustration showcasing their brand on the envisioned portable building.


Pie Packaging
Packaging plays a vital role in enhancing the overall Dimple + Slice experience. We offered design inspiration by presenting packaging mockups that featured a unique combination of a custom die-cut window and branded labels.


Brand Styleguide
To assist Dimple + Slice in maintaining a consistent brand Image, we provided a brand style guide offering guidelines and inspiration for their ongoing design work.


Selected Works

Dimple + SliceCrafting a brand identity that celebrates the awesomeness of pie!

Red Oak Hunting BlindsAssisting with the launch of a new, premium hunting blind.

Lancaster Chamber SingersCrafting a harmonious brand identity for a vocal ensemble.

Silverback AttachmentsDigging to new depths with a new brand identity.

Chickering PianosReimagining Chickering Pianos for the 21st Century

BLVDBrand Identity and Website for an energetic Real Estate Investment Firm

Marty WeaverA Brand Identity for a Commercial Photographer

HearthsideBrand Identity

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