Tia Torta (Aunt Pie) is a chain of food stores located at city streets, food trucks, kiosks or stores at food plazas inside shopping malls or food truck parks, and will also have an on-line delivery channel.
The stores will sell salt pies (shrimp, meat, cheese, chicken, heart of palm, spinach and other flavors) as well as sweet pies. In some locations we may want to call it Taberna da Tia Torta (Aunt Pie’s Tavern) because besides pies the store will sell wine in glasses and bottles, as well as water & sodas and fresh lemonade.
Key words that describe target customers may include: visitors of food truck parks, office workers, managers, or liberal professionals at nearby buildings at their lunch break or happy hours, families with kids on week ends, shoppers at shopping malls, college or university students, generally middle income, young people.
Average meal price should fall in the range of US$ 6-8 in Brazil (or the equivalent to US$ 10-12 in the U.S.).
The name Tia Torta means Aunt Pie in Portuguese. There is a word game in the name Tia Torta (Aunt Pie) in the sense that Torta in Portuguese means both pie as well as twisted. So we’d like the logo to include the image of an old lady who makes delicious and marvelous home baked pies out of her traditional secret recipes. She should look like everybody’s sympathetic, nice and charismatic old aunt that has something twisted in her face (one of her eyes, eyebrows or ears, or her nose or mouth), but in a nice and funny way.
Inside the store, extra visual communication will showcase Tia Torta´s funny advice that she always gives to her customers. Get inspired by the style and humour of Dean Morris´ postcards.