A new category
Nobody knows the pizza croissant yet. Guests have to understand in seconds what they get and why it tastes different.
Case Study
From the first store to a brand people know.
Website with online ordering, social media and campaigns for Enes Seker’s pizza-croissant concept: a presence that sells the slice instead of just showing it.
- Client
- Crusty Slices, Cologne
- Industry
- Food service, franchise
- Services
- Design, development, social media, ads
crusty-slices.com
01 / 04crusty-slices.com home page with the truffle pastrami slice
Results
What changed.
Organic visits
18,721 / month
Last 12 months18.7K14K9.4K4.7K0
OctJanAprJulOctJanAprJul
TikTok Ads
26,000,000
Reach
Meta Ads
1,000,500
ReachMeta Ads
1,000,500
Reach
Food service
“TyloTech is the opposite of Germany’s sluggish service desert.”
Figures from the project. The curves show the trend schematically.
Overview
What it was about.
Starting point
With Royal Donuts, Enes Seker built more than 250 stores in over 8 countries. With Crusty Slices he brings a new concept to fast food: buttery croissant dough with creative toppings, from Burrata Mediterana to the cookie croissant.
The brief
- A website that sells the slice instead of just showing it
- A recognisable social presence for feed, stories and reels
- Location-based campaigns that fill the store on weekdays too
- Menu, packaging and social from one design kit
Challenge
The challenge.
Three things had to work at once, or it would have been a nice-looking presence without orders.
Store one, franchise in mind
From day one the brand has to feel like a chain with several locations, not a single shop.
Ordering without detours
From Instagram to the order there can’t be one click too many, or people just look and leave.
Approach
How we went about it.
Four steps that interlock, instead of separate services from five different agencies.
- 01
Analysis & positioning
Understand the concept, audience and competition. What makes the slice special, and how do you say it in one sentence?
- 02
Brand & design system
Define colours, typography and imagery that work the same on the website, packaging and social.
- 03
Website & ordering
A high-converting site with menu, locations and ordering, built mobile-first.
- 04
Content, campaigns & operations
Feed, stories and reels from one kit, plus location-based Meta and TikTok campaigns.
Design direction
Brand and design direction.
One colour palette and one typeface that look the same on the website, packaging and social.
SAVOR EVERY BITE
Anton & Poppins
- Rosé#C9A4A8
- Powder#D8B0B4
- Blush#F3D3D7
- Cream#FFF1F3
- White#FFFFFF
- Black#000000
Solution
The website.
Every page has one job: understand, get hungry, order.
A home page that makes you hungry.
The slice takes centre stage, not the explanation. Big product shots, the founder as the face of the brand and an order button that stays visible on every page.
crusty-slices.com
crusty-slices.com
The concept explained in six pillars.
Ingredients, innovation, service: what makes Crusty Slices different comes across on one page, without long copy.
crusty-slices.com
crusty-slices.com
Mobile & stories
On the phone first.
Most guests arrive via Instagram. So stories, reels and the website are designed from the small screen up: an image, one sentence, one button.
Social Media
A feed people recognise.
Rosé, black and big product shots: every post reads as Crusty Slices, even without the logo.
Print & outdoor
Recognisable offline.
Menu, packaging and outdoor ads come from the same kit as the website.
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