Sheffield Pies has been an icon for decades, but over time, the business evolved beyond its original brand. The Sheffield team came to us ready for change, and together we made the call to go big. This wasn’t a light refresh: it was a complete strategic and creative reset, designed to propel Sheffield Pies into its next era.
The Sheffield team knew the opportunity - and the risk. As they told us early on: “We’re going to need you to hold our hands, because this is a massive shift.” Our job was to give them the confidence to be brave.
Through close collaboration and creative exploration, we showed how a personality-driven brand could help Sheffield stand out in the market. The result is a brand that pushes boundaries, while still staying true to what customers love about Sheffield.
Shoutout to Jonathan Smit & the team at Nott Architects for bringing their special ingredients into the mix. Great people, great work, great outcome; thank you!
More authenticity
The team at Sheffield Pies absolutely love what they do. They’re passionate, thoughtful, and often hilarious - and the new brand lets that personality shine through. Hand-illustrated characters, bold colours, and playful messaging bring the team’s authentic voice to life.
More stuff
This wasn’t just an identity, it was a whole new world of brand and marketing touchpoints.
From high-impact social content to billboards, coffee cups, loyalty clubs, bumper stickers, packaging, signage, and even custom Jibbitz, Sheffield Pies have more ways than ever to engage, surprise, and delight customers.
More fun
Early on, the Sheffield team told us: “Our job isn’t really about making pies, it’s about making people happy.” We took that and ran with it. The reinvigorated identity is an open invitation for the team and their customers to have fun with Sheffield. Whether it’s through playful website features like the Sticker Playroom, the PieFinder app, or hidden ‘easter eggs’ on packaging, the brand is designed to create moments of joy.
“Huge shout out to the legends at Attraction Studio. Working with these guys has been an absolute blast. From day one they just got us - our vibe, our story, and where we want to take the brand.
They’ve created an epic new brand for us that we’re ridiculously proud of. The creativity, ideas, and attention to detail they brought to the table was seriously impressive, and they made the whole process feel exciting instead of stressful.
On top of that, they’re just bloody good humans to work with. Lots of laughs, great energy, and a team that genuinely cares about doing great work.
If you’re looking for a crew who can bring your brand to life and make the journey fun along the way, Attraction Studio are the real deal. Couldn’t recommend them more.”
Ben and Jo - Sheffield Pies
