Rourkes

INTRO
Rourke’s is an independent pie brand founded by Gary Rourke, a Birmingham-born chef whose passion for creating exceptional pies grew from a lockdown home kitchen project into a thriving local business. Following a rapid rise in popularity, Gary opened the first Rourke’s Piefectionary in King’s Heath, creating the opportunity to build a brand that reflected the personality and story behind the business.

THE CHALLENGE
Rourke’s had something many food brands spend years trying to create, a genuine story and a loyal following built around the founder’s passion and craft. The challenge was to translate that personality into a brand identity that felt authentic, memorable and capable of growing beyond its original beginnings.

The identity needed to celebrate the heritage and craftsmanship behind the pies while capturing Gary’s energy, humour and the sense of enjoyment at the heart of the brand.

THE SOLUTION
I developed a brand identity that placed Gary’s story and personality at its core. Taking inspiration from the handmade nature of the pies and the character behind the business, the visual identity was crafted to feel distinctive, approachable and full of personality.

Every element was designed to create a memorable experience, from the identity through to customer touchpoints, helping Rourke’s stand apart within the food and hospitality sector. The result was a brand that celebrates its Birmingham roots, connects emotionally with customers and reflects the care and passion behind every pie.