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 homely NYC icon needed to re-establish its self back to the top! with a re-brand and burst of colour to help energies their history and communicate what they do best of all! Food!

First we reinvented their wordmark away from the computer generated script font they used into a handmade classic signature style, so it would feel real and authentic to the past. We then decided to celebrate their fresh and simple comfort food. Highlighting ingredients and timeless classics of going out for coffee & pie or a lazy pancake brunch. Making these restaurant staples the real heroes of Bubby's!

Deliverables included: Branding strategy, brand design, logo mark, Identity system, illustration, custom typeface, menu design, awning & canopy, print collateral, exterior signage, merchandise & packaging design.
After we designed a wordmark we were happy with, we commissioned Frank Carty from Artisan Artworks a signwriter to give it the hand made flair it deserved.
Celebrating their fresh and simple comfort food.

Coffee & pie, cool summer lemonade and the joy of a lazy pancake brunch!
Making these forgotten objects from the restaurant the real heroes of Bubbys! .

Thank you. If you would like to know more about My Creative or are interested in collaborating in a new venture please visit us at  Twitter Instagram or Email


Website: bubbys
Brand and design by My Creative (UK)
Photography by Alex Stein
Branding strategy with SaintUrbain (NYC)
Signwrighting by Frank Carthy ArtisanArtworks (UK)
Logo Design & Illustrations by Ewan Leckie (when on a visit to NYC)

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