Slice

Rebranding a food tech challenger

Ilir Sela’s startup began humbly -- helping his NY friends’ pizzerias build websites and put their menus online. Five years and a Series A round of venture funding later, MyPizza was ready to scale. The plan? Help America’s 40,000 hometown pizza restaurants compete with corporate chains and their superior technology.

Ilir and his team hired Sheepdog to help them identify the optimal target, build a sustainable positioning and create a modern brand system to separate from the explosion of generic food delivery services, opportunistically pitching the same consumers and restaurants.

We rebranded MyPizza as SLICE, a brand centered on the authentic culture and quality of local pizza, and celebrating its unique power to bring people together. Working with SLICE’s internal creatives and the talented Minneapolis agency Cue Design, we developed a new primary identity and a full complement of brand elements, guiding principles, and creative assets targeting both pizzerias and consumers.

The resulting launch of SLICE came hot out of the oven, picked up by major tech and business media, and featured on the home page of Apple’s App Store. Today SLICE is the leading tech platform for independent pizza restaurants, counting over 15,000 of them as customers. The private company has multiple preeminent funds as investors and a valuation of over $1 Billion.