PIE is a new shopping mall in China, with a name chosen to represent qualities of sharing, gathering, and leisure. Our proposal focused on developing a single, powerful visual image based on the word “PIE” to embody these qualities. This primary visual was then complemented by a simple typographic version of the name in English, ensuring clarity and brand recognition. The design aimed to reflect a sense of fun, dynamism, and variety, appealing to visitors seeking an engaging and social shopping experience. By combining a bold visual identity with approachable typography, the brand communicates both energy and inclusivity, capturing the essence of the mall’s vision.
