SLYCE Coal Fired Pizza Company
Family-Owned Restaurant Group
Brand Strategy + Website Development + Multichannel Communications + Photography
SLYCE is an upscale pizzeria company with three popular suburban locations near Chicago. Its claims to fame—and flavor—are preserving the art of artisanal coal-fired pizzas, emphasizing fresh and creative ingredients, and delivering a four-star dining experience. Poised for more local growth, plus the potential to franchise nationally, they turned to us to help strategically bring every SLYCE location under a single, cohesive brand umbrella that would convey a consistent, quality experience every time.
With a focused strategy, compelling brand story, fresh logo design, and engaging online presence, we not only showcased SLYCE’s gourmet pizza and upscale experience; we crafted a new image for this growing brand.
Interviews with the owners and staff about their personal experiences and connections with SLYCE—along with competitive research—led to collaboration with the client team on a brand strategy roadmap. The process included defining their business aspirations, creating a unifying mission, identifying key customer segments, and fleshing out the brand personality. The results were translated into a consistent look and clear voice that we applied to the development of a new mobile-optimized website and integrated into everything from in-store graphics to direct mail promotions.