The Brief
DICED opened its first shop in Cary, NC, in 2015, built on a simple idea: healthy should also be quick, craveable, customizable, and accessible. A decade later, it’s grown into five Triangle-area locations, with every ingredient prepped fresh in-house daily and every dressing made from scratch in small batches, all built on 100 percent olive oil. The brand had built real loyalty, but was still getting mistaken for a big chain when it’s proudly Raleigh through and through. The identity itself had gone as far as it could take them: a logo the founder wasn’t fully behind, a mascot that had gotten a little too cartoonish, colors and fonts that shifted from location to location. DICED needed a brand as intentional as the food itself, with enough personality to stand out and enough structure to hold together across five locations and counting.
The Work
Our work started with creative strategy, getting under the hood of what actually makes DICED different before touching a single visual. From there, we refined the logo, developed brand messaging and positioning and built a full visual identity system around three words: effortless, edgy but clean and good vibes. Custom illustration became the connective tissue holding it together, hand-drawn, playful, and ingredient-inspired, built to carry the same energy on a menu board, a t-shirt, or a to-go bag. We also mapped out website design direction to guide future development, even without committing to a full site build at this stage.
Built for Every Location
A brand with five locations needs a system that holds up no matter which door someone walks through. That thinking shaped every rollout piece: window signage, in-store mini boards, direct mail campaigns, employee shirts, and to-go packaging all carry the same visual language, so DICED feels like DICED whether someone’s grabbing lunch on a break or ordering online for the first time. The goal wasn’t a brand built just for today’s five locations; it was a brand built for location ten, the kind of consistent identity that lets a growing concept keep its personality intact as it scales.
