Twelve pizzas, not one more

Slice Club has one oven, one long table and twelve pizzas. The owner has a rule: a new pizza only gets in if an old one leaves.

The problem

The food was great, but the delivery boxes were plain brown and the menu still listed a pizza they stopped making years ago.

The process

We let the number do the talking.

1. A giant 12. It runs across the boxes, the menus and the shop window, so the rule becomes the brand.

2. Menus that fold out. A trifold menu with a photo of every pizza and the story of who invented it.

3. Yellow, always. One bright yellow, so a box on a doorstep is impossible to miss.

The result

Delivery orders went up, and people now photograph the box before they open it.

Pizza number thirteen is still not on the menu.