Agency: Digital Factory
Creative Director: Hovhanness Ghazaryan
Art Director: Haykaz Khroyan
Graphic Designer: Anna Sargsyan
Illustrator: Anahit Margaryan
Project Type: Produced
Client: Slice Pizza
Product Launch Location: Armenia
Packaging Contents: Pizza
Packaging Substrate / Materials: Eco Cardboard
Printing Process: Screen Printing
Slice Pizza is a pizza restaurant located in Yerevan, Armenia. The company offers its customers a wide variety of pizzas and other types of fast food including sandwiches, salads, etc. Slice Pizza specializes in delivery by aiming to decrease the time period pizzaholics have to wait to taste their favorite slice.
Client Brief: The company had the main objective of differentiating itself by entering the market with its unique “Slice” pizza. In fact, there is not any pizzeria which offers this kind of a pizza in the current market. The unique feature of “Slice” pizza is its topping which consists of fried chicken slices, mozzarella, oregano, barbeque sauce and jalapeños. The main task for our team was to develop a branding with a differentiated brand identity and easy to remember graphical solutions.
Challenges: As described in the Client’s Brief section, our team had the biggest challenge of developing a clearly differentiated, unique and quite a bold branding. In fact, the big number of competitors present in the Armenian market complicated our task even more. Moreover, we described the company’s spirit as youthful, enthusiastic and adventurous. Thus we had to incorporate these ideas into the branding as well. Considering all the challenges our team had, we had to develop such a branding that would clearly convey the uniqueness of the company.
Design Solution: After analyzing the problems Slice Pizza had and discussing all the possible solutions we could offer, our team chose to build the branding of the company on strong and distinctive graphical solutions. One of those solutions is the graphical representation of hands trying to catch a slice of pizza in the air.
One of the most unique features of the packaging is the graphical representation of hands. This design solution is the symbolic representation of customers’ impatience for getting their pizza delivered. Further, another unique feature of the packaging our team developed for Slice Pizza is the color palette of the brand.
We chose to use bright colors such as yellow, green, red, blue and purple not common to the food industry. In fact, this color palette helps to convey the company’s enthusiastic and advanterous spirit.