Case · Branding

Uncle Slice: a brand for a pizza chain where everyone sits down as family. With Don Crustino, everybody's uncle, and one promise: every slice has a story.

Own designBranding

Primary logo with Don Crustino

What

Brand identity, from logo to game film

Parts

Logo and logo versions, mascot, colour palette, typography, packaging, storefront, poster, website, app and game film

Design

DGNRS, 2026

Type

Shrikhand for the wordmark, Bowlby One for headings, DM Sans for text

Game film with Don Crustino — 18 seconds, with sound

Logo versions

Colour palette and typefaces of Uncle Slice — **Colour palette and typography**

Uncle Slice packaging: paper bag, striped cup, pizza slice in a sleeve, sticker and napkin — **Packaging**

Two Uncle Slice pizza boxes, one closed and one open with a pizza inside — **Pizza boxes**

Front of an Uncle Slice shop with sign, awning and door — **Storefront**

Design of the Uncle Slice website in a browser window — **Website design**

Phone showing the design of the Uncle Slice ordering app — **Ordering app design**

Uncle Slice poster with the line Grab a slice, kid! and a pizza slice — **Poster**

Don Crustino

Don Crustino is the heart, the belly and the laugh of Uncle Slice. Nobody is quite sure whose uncle he is, so he became everyone's. He remembers your order, asks about your mother and slips an extra slice into the box when you have had a rough day.

Need a brand with a face too?

Discuss this