Concept and Branding for a Pizzeria Chain

New York Slice Philippines required more than the design of a single venue. It needed an identity that could be recognised immediately and support the brand’s expansion through a network of franchised restaurants.

The proposal connects the speed associated with pizza by the slice with values related to quality, healthier food, innovation and environmental awareness. This combination is translated into a clear and direct interior language aimed primarily at a young audience.

Colour, graphic design and illuminated signage play a prominent role, making the brand easy to identify and reproduce in future locations. At the centre of the space, a U-shaped counter improves product visibility, organises circulation and encourages communication between staff and customers.

A variety of table types and seating formats provides flexibility and responds to different ways of eating. The project therefore establishes a strategic framework that integrates operation, customer experience and visual identity, allowing the brand to retain a coherent character across different locations.