BRAND
STRATEGY
Agenda
What to expect today
Kinky Slice
Today
The
Vision
Target Audience &
Positioning
Brand &
Voice
Content
Strategy
KINKY SLICE TODAY
A quick recap before we dive into the strategy
The Concept
Kinky Slice brings New York pizza culture to Munich — slices and big pies, straight out the window onto the street. Paired with a brand voice that's cheeky and confident: no family restaurant, no polished corporate image, but underground, direct, and a little provocative.
What's Already Working
Your regulars already love you and keep coming back. New guests are finding you without any paid advertising. The product and the story simply work. What's missing is the digital stage that does that story justice — and makes you more visible.
THE
VISION
Final Goal: Create a Lifestyle Brand and open more venues.
Vision, Short-Term
Vision, Long-Term
Target Audience
Positioning
TARGET AUDIENCE
& POSITIONING
Who's listening, and how Munich should see us
BRAND
STRATEGY
ONLINE
Content Strategy
Our Content Pillars
1) The Product
Close-ups of the pizza itself — the fold, the cheese pull, the dough work. This is where the claim to real quality gets proven, not just stated.
2) The People
Community, friends, and the crowd behind the brand
The regulars, the friend groups, the late-night crews — Kinky Slice is a place people show up to together. Content here is about connection: who they’re with, who they run into, the inside jokes that keep them coming back. That’s social proof no product shot can give.
3) The Lifestyle
Nightlife, run clubs, and life around the shop
Late slices after the bars close, run clubs finishing their laps at the window, the merch and slogans people wear out. This is where Kinky Slice becomes part of Munich’s night — not just a shop, but a spot people build plans around.
Boost Your Visibility
2 options included in the setup fee:
BRAND
STRATEGY
OFFLINE
Our Recommendation
The Shop Needs a Glow Up
To fit the branding online, the offline needs to catch up. We need to do something about it.
Glow Up Ideas
Where To Start
Branded Plates
Polaroid Wall — Community
Staff T-Shirts in Pink
Pink Walls or Graffiti
Cool Pizza Slogans
Framed Photoshoot Prints
Sell Caps
Sell Hot Honey