Piebird
for Hilton

THE GOODS
Visual Identity
Custom Illustrations
Tone of Voice
Brand Book

Piebird, a new American restaurant and bar concept exclusive to the DoubleTree by Hilton portfolio, celebrates the heart and ingenuity of classic American cooking. With a menu that balances traditional and modern takes on beloved dishes, Piebird is a place where everyone can find something they love, anchored by a variety of fresh-baked pies in both seasonal and timeless flavors.

Our task was to create a visually compelling brand identity and tone of voice that would bring warmth and creativity. Inspired by the ceramic piebird, we introduced “Birdie” — a whimsical character that adds a playful touch to the brand. The color palette draws from pie fillings and ingredients, with hero colors like Brambleberry and Sugar, evoking the rich, comforting experience of baking at home.

Our lead designer, deLana Fernandez, hand-drew a suite of illustrations to further enrich the identity, bringing the brand’s narrative to life across the OS&E. The tone of voice is warm, authentic, and friendly, creating the feeling of being at the kitchen table with close friends and family, making every meal feel like a special occasion.