Slice Pizza: Creating A Consumer Brand To Drive Growth And Investment
- Brand Identity
Big pizza was investing heavily in simplified ordering systems, and by 2010 almost all new category growth was going to the 3-4 largest brands. At the same time, consumers consistently preferred the great taste of local mom & pop pizzerias.
Founder Ilir Sela had developed a winning technology platform to help local pizzerias compete with high tech ordering, but hadn’t created the consumer proposition to bring the offering to life.
Tapping Into The Love For Local And Authentic Pizzeria Flavor
At the heart of the new proposition was the shared love for pizza, as both food, and a way to bring people and communities together.
Clarified Targets And Values
Sharpening the consumer and restaurant target audiences helped to identify the needs of each, the relationship to one another, and the brand opportunity.
A Single Shared Proposition
A single brand proposition that both consumers and restaurants could rally around informed the strategic platform.
Core Identity System Elements
The name and identity needed to be simple and iconic – strong enough to get noticed, but able to get out of the way and avoid competing with restaurant brands. The brand celebrates great local pizza, and all the people who love it.
Capturing Real Pizza, Real Places And Real Enjoyment Of Pizza
Curated imagery for the brand aimed to document real pizza, real pizza places, and real enjoyment of pizza. Slice imagery would need to be curated from different sources, so guidelines were created to adjust imagery so it could feel consistent and part of the same brand.
Brand applications were designed to be compatible with a broad range of restaurant styles, while elevating the local brand and pizza community.
Claiming Market Leadership
The new brand helped Slice own a competitive ordering platform idea, and rally investors for its cause.