Whipping up a scratch-made identity for our new favorite pie spot.
Elsie Marie Campeau Rupe was a special lady, always welcoming family and friends into her home with a smile, a hug, a kiss and something truly amazing from her magical kitchen. So when one of her grandkids, Chef Paul Dupré, decided to scratch his entrepreneurial itch, he drew inspiration directly from Elsie and her influence on his life and career. Paul’s concept is built around Elsie’s amazing pies — a treasured staple of her family table — plus a hearty assortment of delicious, down-home fare.
TILT was fortunate enough to get a seat at the branding table just as Elsie’s was about to get cooking, and we were influenced by both Elsie’s story and by the restaurant’s location, an old post office in Mid City Baton Rouge. Drawing on that vintage visual equity, from color palette to illustration style to typography, we created a simple, hospitable style that recalled the best of the 1950s, the days when Elsie was happily slinging pies in her kitchen. Okay, enough jibber-jabber. Scroll down and look at that FOOOOOOOOOOOOD!!!
TILT is bad-ass!