Taking
HOMESLICE PIZZA
to the next level

Brand overhaul from strategy to guidelines

Project

Branding

Location

China

With limited assets with little connection to consumers the existing references were not supporting of our core message: a strong New York Attitude.

Our role was to audit, workshop, define, then roll out the brand across every touch point, ready for a national franchise.

 

Brand Strategy

Creative Direction

Design

Copywriting

Wayfinding

THE PROCESS

Generate Insights, Understand  the consumer journey

Upgrade into an Impactful  Brand Identity.

Build a toolkit ready for anything

OUR VISION
BROUGHT TO LIFE
Previous
Next

SETTING THE MOOD!

While working on the strategy one of the key outputs of those sessions is the moodboard. at first these are built of found images, they become a north star of where we’re heading.

Over the course of the project we evolve and replace the images to make a final moodboard of real assets.

before

REDUCE THE NUMBER OF LOGOS AND BRING CLARITY

The new HOMESLICE logo has been adjusted to ensure balance and consistency between the English and Chinese typeface. 

Most importantly we wanted as many interactions with the brand to be lead with the core logo. The iconic green box.

 

after

FOOD AND MENUS

Designing a food and beverage brand primary communication device.
From photography to menu, delivery platforms and beyond.
Previous
Next

ONLINE DELIVERY PLATFORMS

Though we’ve design hundreds of menus over the years, simple doesn’t necessarily mean simpler! The challenge with the HOMESLICE menu is that it needs to be iconic, delicious but functional.

While the instore menu was important, the bulk of HOMESLICE sales are on delivery platforms

Our challenge, with many other restaurants selling pizza, how do we make our brand stand out without making the food look unappetizing.

APPLYING THE BRAND ACCROSS THE TOUCH POINTS

Once defining the key logos and a set of campaign headlines, every piece of packaging a item that a customer may come into touch with needed to be redesigned.

ONLINE TO OFFLINE

Story of stickers how they serve two functions. One bring that new york street attitude into the brand in a fun creative way

Two. Give us the ability to have call to actions for consumers to interact with the brand on any touch point. The main one, our boxes. 

You can’t send traffic to your Wechat from delivery platforms, the opportunity is while consumers are chowing down on your pizza!

The brand in a nutshell

Homeslice Pizza is inspired by New York City… foremost, its slices, yet also its street culture, its neighbourhoods, its architecture and iconic transportation,

all in a distinct NYC attitude.

TURNING THE ASSETS INTO MARKETING

Once all of your assets, fonts, stickers, photography are ready, it’s useful for your internal team to have a set of template and guidelines so that you can design any thing you need.

BRINGING THE BRAND INTO THE STORE

Giving store interior design the attitude they deserve

SOCIAL MEDIA STYLE

Subheading

Wechat is the primary channel to communicate with loyal fans and potential new fans.

Consistent photography, copywriting, templates all running out of a system set up on www.canva.cn

 

AND THEN THERE WAS CHICKEN!

BREAKING THE RULES TO CREATE A LAUNCH CAMPAIGN FOR FRIED CHICKEN

Sometimes you gotta make em to break em!

Based on market research local consumers consitently voted for fried chicken as the perfect (read essential) compliment to Pizza. Homeslice wanted to bring fried chicken to the market with the high quality and flavour that makes them famous.

 It wouldn’t be possible to say American fried chicken for political reasons, and new yorks fried chicken wouldn’t really make sense. So the campaign was built around the attitude. It was the photoshoot for the fried chicken campaign that set the tone for many other marketing assets going forward.

Previous
Next

Taking our biggest fans and making them brand ambassadors

What better way to find models than making a competition to entice your loyal fans to become the face of the brand. Our client put up a generous prize of a year of free pizza. 

This we chat post to the right was part of the promotional campaign to bring people on board.

 

What a pizza and chicken photoshoot looks like!

The final campaign in store

...and finally

turning six months of strategy design and marketing assets into guidelines.

Brand guidelines convey a variety of information about your brand both internally to your company or organization and externally to your affiliates, partners, and customers. Although there is no industry-wide standard for what constitutes a brand standards document, the most notable organizations use brand guidelines as a tool to help everyone understand how to represent their brand.

When rebranding HOMESLICE this will be a highly helpful tool for connecting with both present and potential clients that make up the target market. They are a set of guidelines for connecting different aspects of your brand, such as colors, your logo, and typography, to form a cohesive identity. 

What did the client think?

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.Lorem ipsum dolor sit amet consectetur adipiscing elit dolor

Nat Alexander, Founder CEO

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.Lorem ipsum dolor sit amet consectetur adipiscing elit dolor

Scott Lau, From New York

Would you like to take your brand to the next level, just like Homeslice did?

Get in touch with us and find out more

You've been added to our super newsletter.

Thanks!

NEWSLETTER?

NO NEED TO TRY AND REMEMBER US!

Just SIX loving newsletters a year, packed full of strategy, branding insights, cool design stuff your competitors are missing out on.