The NY Slice founder famously set his own house on fire while trying to discover the perfect temperature to fire New York pizza. Unorthodox, colourful, and larger-than-life, this is not your average fast food franchise.

To capture the passion and irreverence of the brand we were inspired by the unique ‘Coney Island’ style of sign painting - the enormous, unapologetic hand-painted signs that were plastered across the fast food outlets and attractions of New York's Coney Island amusement park in it’s early 1900’s heyday.

An irreverent mix of Illustrations, slogans and primary colours, the visual identity is an authentic slice of New York heritage that can be consistently applied across the business, while still allowing each franchise room to express its individuality. Featured illustrations by Risotto Studio and Boxdog.

"In order for NY Slice (an SME) to compete with our multinational competitors and grow our business, we had to develop a world class brand and brand strategy that was truly unique, simple, exciting and classic. Tangent took the time to fully understand our vision, brand values and USP’s with extreme patience and professionalism. For NY Slice they have created an award winning brand that has transformed our business, set us aside from our competitors and put us firmly on the road the success."

NY Slice