A Pie means “by foot” in Spanish, a name that points work done at human pace and neighborhood distance.

The challenge
A Pie handles work you can measure in steps—micro renovations, product drops, small workshops—yet the studio lacked a single language to link them. We needed an identity that felt as close and walkable as its name suggests, something you meet around the corner rather than behind a glass façade. The system had to scale from construction drawings to tote bags while staying true to three pillars in the brand driver: Human Scale Design, Local Identity, and Accessibility.

The insight
“On foot” became our compass. If a graphic detail would feel at home on a locksmith sign or a copy shop wall, it earned a place in the kit. We translated that street vernacular into a flexible system:

Type — Amhiney Soft Serif for headlines (friendly, slightly handmade) and Gotham for body text (clear, accessible).

Colour — Cream, terracotta, olive, and dusk blue, the hues you encounter while walking a Quito block.

Tone — First person, neighbourly, never instructive.

The result is a brand you approach the way you approach a doorstep: warm, familiar, and only a few steps away. Every poster, label, or social tile feels like part of the same walkable network, showing that design created a pie—on foot—can travel just as far as big city branding, only at a human pace.