How do you fit a city in a box? Slice of a City was a new venture long-imagined by founder Carrie Young. A perfect gift for newcomers and natives alike, the inaugural box from Portland would feature curated items that encapsulates the culture of the Rose City. The launch of the new brand would require a comprehensive design from the ground up.
When launching a new brand, it’s important to lay the groundwork…
for how it will be portrayed from the beginning. The Watson team orchestrated thorough brand strategy workshops to lock down Slice of a City’s identity. We conducted a full competitor analysis and identified target consumers as we began the design process.
The brand design needed to be fresh and modern to fit with the look and feel of future city boxes outside of Portland. We created a simple, overarching umbrella brand with sub-brands for each city that had a consistent look and feel, yet enough flexibility to ensure that each city was unique. The products in each box would embody three categories: Explore, Taste, Appreciate.
Slice of a City’s website launched in March of 2019. Within a few months, the Portland boxes were sold out. The success of the first Slice of a City box has paved the way for a successful future for the new brand beyond the Rose City. It’s not only a gift, it’s an adventure.