ABOUT

Dead Slice approached Studio Amore to create a bold identity for an independent pizza brand aimed at a younger, culture-conscious audience.

The pizza market is crowded with predictable Italian references, retro typography and generic branding. Dead Slice needed more than a logo—it needed a distinctive personality capable of building recognition across every customer touchpoint.

I created a horror-inspired brand universe built around six illustrated characters, including the Reaper, Werewolf, Witch, Ghost, Alien and Box Monster.

Each character connects with named pizzas, flavour badges and campaign messaging. Oversized typography, a restricted dusty-pink palette, distressed textures and direct-flash photography give the identity its punk and skate-influenced energy.

The system was developed across pizza boxes, drinks, greaseproof paper, loyalty cards, merchandise, skateboards, poster campaigns and shopfront signage.

The result is a flexible, recognisable identity that transforms Dead Slice from another pizza shop into a complete brand world.

Bold, collectible and built to become a cult.