A 100% plant-based menu sets the stage for a new identity and brand application for Virtuous Pie—a delicious and affordable vegan pizza and ice cream restaurant.


The identity system combines a geometric sans-serif typeface and a conceptual logo with plenty of white space to offset bold, playful photography.

Virtuous Pie Icon


Virtuous Pie’s website is fully scalable to incorporate a growing number of locations and menus. It includes colourful brand photography, a media-rich blog, location-specific menus, and an online ordering system.


The new Virtuous Pie brand was implemented across a range of packaging and print materials, including menus, pizza boxes and ice cream labels.

Environmental Graphics & Signage

Neon signage, window graphics, sandwich boards and lightboxes carry the visual identity across the various restaurant locations.

Exterior signage at 583 Main street, Vancouver
Exterior neon signage at SE Division Street, Portland