The Slice
Role: Designer & Brief Creator
Software: Illustrator
Brand Identity
About the Brand: The Slice is a family-friendly pizzeria set in a small, local town. It prides itself on serving high-quality, handcrafted pizzas in an environment that embraces a sense of community. It is a go-to spot for families, friends, and pizza lovers of all ages.
Project Goals: Create a playful, illustrative logo with multiple assets for versatile use across the brand. The color palette should evoke fun, warmth, and nostalgia while maintaining a modern feel. The brand should be distinctive, memorable, and reflect why the pizzeria is so beloved.
Target Audience
The Parent
The Parent is dependable, caring, and community-minded, valuing organization and family traditions. They are motivated by creating meaningful family moments, supporting local businesses, and finding reliable places to relax. Typically living in a small New England town, they are deeply invested in their family. Their choices reflect a routine-based, practical lifestyle, favoring spaces that feel safe, consistent, and kid-friendly.
The After-Schooler
The After-Schooler is energetic, social, and playful, driven by curiosity and independence. They enjoy hanging out with friends, staying within budget, and discovering casual, appealing spots to eat. Typically 16–22 years old and based near a town or college campus, they value authenticity, fun, and affordability. Their choices reflect a social lifestyle, favoring nostalgic places for group hangouts.
Design Decisions
Overall Design
The overall design, especially the illustration assets, represents happy people eating pizza to create an atmosphere where families and friends can gather. The use of the sketched style brings an organic, slightly imperfect feel—like a doodle on a napkin or a chalkboard menu.
Logo Suite
The primary logo uses a slightly roughened, handwritten font that mimics the look of marker ink bleeding softly into paper. This style reflects the warmth and casual spirit of the brand. For its secondary logo, it is paired with a sans-serif font to create a visually appealing contrast and a sense of balance within the logo itself.
Fonts
The font selection is consistent with the logo suite, using a clean sans-serif typeface. Headings are set in all caps for clarity and impact, paired with regular body text for easy readability. Handwritten accent fonts are used sparingly for playful callouts, adding a fun and approachable touch.
Color Palette
The color palette consists of warm colors. It feels cozy and familiar—like the kind of place you want to sit down and stay awhile. The warm tones naturally evoke appetite and comfort, making them a perfect match for a pizzeria. The blue adds a fresh twist that balances the palette and makes the brand feel trustworthy and inviting, while still dynamic.
Outcomes
While this is a conceptual project, the goal was to create a playful, recognizable brand identity that would translate across storefront signage, social media, merch, and print materials. The focus was on creating community connection and visual warmth, while standing out in a competitive small-town food scene.
This branding concept was shared on my Instagram, where it became one of my most engaged posts to date. This brief demonstrates my ability to develop a brand identity that feel both intentional and approachable, blending strategic typography and an audience-aligned tone.