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SELECTED WORK
Helluva Slice Brand Identity
An energetic, high-contrast brand identity system for Helluva Slice, built around a bold red color palette and striking, custom skull-embedded iconography. This cohesive visual framework establishes a playful yet distinct personality designed to create instant recognition and a memorable customer experience across every digital asset and physical application in a busy market.
[Role: Lead Graphic Designer]
The Problem
The fast-casual pizza market is notoriously saturated, making it incredibly difficult for a new concept to break through the noise of legacy chains and local mainstays. Without a distinct visual voice, even a superior product risks getting lost in a sea of generic, predictable branding.
The Solution
The design strategy bypasses traditional, rustic industry tropes in favor of a modern, rebellious visual direction. Anchored by a high-voltage color palette and irreverent, custom-crafted details, the identity establishes an undeniable street-level presence that commands immediate attention.
BRAND ELEMENTS
COLOR PALETTE
TYPOGRAPHY
ONE COLOR LOGOS
#EF4136
#FFFFFF
#2BB673
FULL COLOR IDENTITY
FULL BADGE LOGO
MAIN WORDMARK
PIZZA SKULL ICON
PACKAGING DESIGN
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