Virtuous Pie 

To support the launch of their flagship location — with future expansion in mind — Virtuous Pie approached Daly Co. to design a custom pizza tray to serve their signature vegan pizzas.

Working closely with the head chef, we developed a design inspired by the open flame cooking process used in their kitchen. The tray needed to reflect this spirit while being functional and easy for staff to handle. The first version was built from locally sourced Big Leaf Maple, assembled and finished with a charred black surface created through a manual burning and buffing process.

To mitigate warping caused by the finishing process, we incorporated a traditional dovetail joint, ensuring structural integrity and referencing time-tested wood joinery techniques.

As the brand expanded with new locations in Portland, Victoria, and Vancouver, we regrouped to assess how the original trays were holding up. While the aesthetic was celebrated, the charred surface showed significant wear over time in a high-use setting.

We redesigned the trays using a durable composite material from PaperStone — chosen for its charcoal-black appearance and ability to withstand daily use. This new version was rolled out across all locations and remains in use today.

To support the launch of their flagship location — with future expansion in mind — Virtuous Pie approached Daly Co. to design a custom pizza tray to serve their signature vegan pizzas.

Working closely with the head chef, we developed a design inspired by the open flame cooking process used in their kitchen. The tray needed to reflect this spirit while being functional and easy for staff to handle. The first version was built from locally sourced Big Leaf Maple, assembled and finished with a charred black surface created through a manual burning and buffing process.

To mitigate warping caused by the finishing process, we incorporated a traditional dovetail joint, ensuring structural integrity and referencing time-tested wood joinery techniques.

As the brand expanded with new locations in Portland, Victoria, and Vancouver, we regrouped to assess how the original trays were holding up. While the aesthetic was celebrated, the charred surface showed significant wear over time in a high-use setting.

We redesigned the trays using a durable composite material from PaperStone — chosen for its charcoal-black appearance and ability to withstand daily use. This new version was rolled out across all locations and remains in use today.