Wesley and Chloe Genovart approached Pluck to help launch Honeypie, the sister restaurant to the James Beard-nominated SoLo Farm + Table in South Londonderry, Vermont. Honeypie, located in an old roadside gas station near Stratton, is a classic burger joint. Pluck created a unique, handcrafted logotype reminiscent of full-service gas stations and diners of the 1950s and 1960s. Focusing on multiple guest touchpoints, the work includes print collateral, clothing and paper tray covers. Even the exterior design repurposed the existing signage in the aesthetic of a classic roadside attraction.