Slash: Where Food Meets Fun

The Challenge

Slash is a food pickup app that connects users to their favourite restaurants with exclusive, time-limited savings. The product sits at the intersection of food discovery and smart spending — a category that's both crowded and commoditised.

The challenge wasn't just to design a logo. It was to build a visual identity that captured the dual promise of the brand: the vibrancy and spontaneity of food culture, and the sharp, confident feeling of getting a great deal. Too generic and Slash would disappear into a sea of food app icons. Too aggressive and it would lose the warmth that keeps users coming back.

Our Approach

We centred the identity around a geometric cube concept — a form that's simultaneously playful and precise. Each face of the cube displays an abstracted food icon: a pizza slice, a burger, a drink. Together they form a dynamic, modular logo mark that communicates variety, energy, and the idea that every order is a new combination.

The cube's modularity was a deliberate strategic choice. It gives the brand flexibility — faces can be isolated as standalone icons, animated in digital contexts, or printed on packaging and merchandise without losing coherence. The colour palette was chosen to feel bold and appetising without tipping into fast-food cliché, and the type system was selected for its clean weight contrast between display and body.

The Result

In two weeks, Slash went from no visual identity to a complete, production-ready brand system. The geometric cube mark is immediately distinctive — at app icon scale and on physical collateral alike. The system scales cleanly across digital surfaces: in-app UI, social graphics, packaging, and promotional materials all feel unmistakably Slash, without any one element having to carry all the weight.