this is a brand i built for a pizza slice shop in tucson, arizona. but first...
explaining brand ethos to my partners:
"Whole Slvce Pizza is the best pizza you’ve ever had because it’s uncomplicated. The offerings are uncomplicated. Ordering is uncomplicated. The grease on the paper plate is uncomplicated. And the pizza box is uncomplicated.
Whole Slvce Pizza is the quintessential pizza-lovers go-to. It’s word-of-mouth and in-your-mouth. This is not sit-down, dine-in. It’s grab a slice. It’s pick up a whole pizza because there’s a lot going on and damn, Whole Slvce Pizza sounds fucking amazing. Pizza lovers know Whole Slvce, and it’s just a matter of time before you’re let in on the secret."
After establishing the narrative I could begin to develop the visual identity.
Video directed, filmed, and edited by Daniel Crowley.
Understanding the category informs a brand's positioning. this is how i articulated my client's "why".
There’s a tectonic shift from complicated ingredient and complex flavor profiles to the absolute perfect slice of pizza. But uncomplicated doesn’t mean unsophisticated. The perfect slice can only be achieved by experience, craft, the best ingredients, and knowing what the fuck you are doing. Like REALLY knowing what the fuck you are doing. Pizza-lovers know the difference.
This single-slice ethos is doing one thing and doing this one specific thing with radical attention to detail. That’s why the experience is really distilled down to the pizza. At Trader Joe’s, their mantra is, “The store is our brand.” In this category the pizza is the brand.
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