Slice Pizza: Creating A Consumer Brand To Drive Growth And Investment

  • Brand Identity
  • Digital

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.

Slice | Cue
Slice | Cue

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.

Slice Pizza | Cue
Slice Pizza | Cue

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.

Slice Pizza | Cue
Slice Pizza | Cue

A Single Shared Proposition

A single brand proposition that both consumers and restaurants could rally around informed the strategic platform.

Slice | Cue
Slice | Cue

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.

Slice | Cue
Slice | Cue

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

Brand applications were designed to be compatible with a broad range of restaurant styles, while elevating the local brand and pizza community.

Slice Pizza | Cue
Slice Pizza | Cue
Slice Pizza | Cue
Slice Pizza | Cue

Claiming Market Leadership

The new brand helped Slice own a competitive ordering platform idea, and rally investors for its cause.

Slice Pizza | Cue
Slice Pizza | Cue

“Most recently, we received a $15 Million investment from GGV capital and have been featured on Tech Crunch, Business Insider, Recode and other big news outlets. …The received funds are going to be used to expand Slice at a faster pace and make sure that we can continue to grow and scale. This means that for us this is just the beginning.”

– Ilir Sela, Founder & CEO, Slice