Paxton’s Pie House
Traditional Character

Project Services

Positioning
Naming
Tone of Voice
Visual Identity
Interior Design
Packaging

Project Overview

When it comes to football, there is one food synonymous with the grass roots game – the good ole’ pie. A matchday ritual and ideal for supporters in busy concourses, we wanted to elevate this traditional fans favourite whilst adding a creative spin that would make it truly ownable by Spurs.

Added Character

Researching the history of the area surrounding the stadium uncovered many facts and none more than the local food and drink scene from days gone. A staple of the East End – Pie & Mash was the perfect solution for a traditional hand held offer. The unique vintage Pie & Mash shop interiors were chosen to influence the look & feel of Paxtons. Vintage metro tiles, Carrara marble surfaces, stippled glass and sign writing combine to deliver an authentic look. Having created the name, interior direction and menu influence, the concept was adopted and taken forward into ground breaking development.

Guest experience and interior design developed in partnership with Wildfire.