Father and son team and QSR (quick-service restaurant) entrepreneurs, Ian and John spotted a gap: no pizza chain had successfully combined artisan quality with the speed, convenience and affordability of McDonald's. Their innovative twice-baked dough method allowed them to do exactly that: NY-style pizza-by-the-slice, made with Italian craft, served fresh in under three minutes. We were briefed to position and brand the restaurant, with a franchise model firmly in mind.

The brand idea, 'Artisan Pizza. With An Edge.', captures everything that sets Slice House apart – the craft and quality at the heart of the product, its unique slice format, bold flavours and NY-inspired challenger attitude. The idea of ‘the edge’ became a unifying creative principle throughout the identity. Dynamic angles, bold crops and sharp graphic interventions create a sense of momentum and energy across every touchpoint.

Launched in June 2026, initial sales have exceeded expectations and are matching nearby Burger King – a unit twice the size of Slice House.