Services
Brand Strategy · Brand Identity · Logo Design · Character Design
Client
Dead Slice
Link
Year
2026
The Challenge
Dead Slice was created as a pizza brand for a crowded market where looking good isn't enough. The brief was to develop an identity with enough personality to stand apart from the typical artisan pizza aesthetic — something bold, memorable and capable of building a following beyond the food itself.
The Approach
Rather than building the identity around pizza, I built it around characters.
Inspired by horror films, B-movies and retro comic illustration, Dead Slice became a world inhabited by reapers, monsters, aliens and creatures — each bringing their own personality to the brand.
A deliberately raw illustration style, bold typography and an unapologetic colour palette give the identity its distinctive attitude. The character system then carries across packaging, merchandise, drinks and social content, allowing the brand to constantly evolve while remaining instantly recognisable.
The result is more than a pizza identity. It's a brand people can buy into.
The Outcome
Dead Slice became a complete visual world rather than simply a logo and packaging system. Every touchpoint feels connected, while the characters give the brand an almost endless platform for new products, campaigns, merchandise and content.
Pizza is the product. Dead Slice is the experience.
