Responses by Puli Arancibia, creative director and Joaquín Pinochet, strategic manager, fagerström
Background: Slice is a new company from Riyadh, Saudi Arabia, dedicated to the manufacturing and delivery of cakes. The name Slice comes the single piece that a person takes when eating a cake (“Cut me a Slice”). Slice delivers tasty and elegant cakes to its customers, enabling them to order and customize their orders through a delivery app, and providing them with a unique and joyful experience. The target group of Slice is mainly a female audience between 18 and 35 years old. However, rather than focusing on a specific group due to demographic characteristics, Slice sought to reach people who like to buy cakes for their celebrations and social events.
Reasoning: The idea was to incorporate the concept of cuts, both in the logo and in the packaging. This was incorporated in a more evident way in the branding when we used a typeface composed of letters whose lines are literally cut. On the other hand, in the packaging, we sought to represent—in an abstract way—the passage of time or the life of a cake, from the first cut to the last.
Challenges: The client was looking for attractive packaging, so that customers would be interested in taking photos of it—they wanted “photogenic packaging.” Obviously, these types of requests are sometimes difficult to satisfy because they do not respond to a strategic concept but rather to a subjective evaluation, which is why we hoped we have achieved it.
Favorite details: The simplicity, both of the brand and the packaging, because we like to develop identities with a minimalist and conceptual style.
Visual influences: Geometric graphics. We wanted to take advantage of the similarity between certain types of graphics and the packaging of the product itself, which was defined in advance and conditioned the proposed design.
Time constraints: Contrary to what we initially believed, the little time we had to develop the project did not affect the final solution. One would always like to have more time to be able to give greater depth to the projects, but despite this, we are very proud of the final result.