Diamond Slice - GreenPoint, Brooklyn.
Diamond Slice was born as a love letter to the art of pizza making. Its history, craft, and culture in New York is no small story. Decades of visual cues, copywriting, store fonts, sign painting, merchandise, and even street trash have built an entire world around a singular $2–$5 food item, from borough to borough.
In developing the initial concept for this identity, we dug deep into the historical signage of slice shops—and of New York at large. And with a name like Diamond Slice, we explored a wide variety of signage from the Diamond District as well.
The angular typeface was developed from a preexisting street font, further modernized and made considerably more legible. While this typeface is functional only for decorative purposes and bold, punchy statements, it adds another layer of impractical font usage—mimicking the chaotic and unbalanced energy of the city.
Type Design:
Diamond Slice was born as a love letter to the art of pizza making. Its history, craft, and culture in New York is no small story. Decades of visual cues, copywriting, store fonts, sign painting, merchandise, and even street trash have built an entire world around a singular $2–$5 food item, from borough to borough.
In developing the initial concept for this identity, we dug deep into the historical signage of slice shops—and of New York at large. And with a name like Diamond Slice, we explored a wide variety of signage from the Diamond District as well.
The angular typeface was developed from a preexisting street font, further modernized and made considerably more legible. While this typeface is functional only for decorative purposes and bold, punchy statements, it adds another layer of impractical font usage—mimicking the chaotic and unbalanced energy of the city.
Slices truly are forever.
Now situated on what’s being referred to as New York’s “Pizza Row,” Diamond Slice honed in on the art of the classic slice shop—while many local businesses focus on whole pies, focaccia-based breads, or late-night fast casual fare for the post-drinking crowd.
We built a brand that pays artful homage to the slice shops of 1990s New York, while also making space for wine, small plates, and a craft-driven approach to everything. The line between New York camp and sophisticated silliness was intentionally drawn, resulting in a bold, repeatable piece of messaging that now litters the comment sections of nearly every bit of press this small shop has received.
