Mango Media - Sliced Salami

Sliced Salami


Stylish, minimal
web design + branding

The primary objective of the website is to effectively showcase SLICED SALAMI’s products + catering services. New customers are drawn to the brand through the use of beautiful food photography, video footage of food preparation + clever visual storytelling.

Visual Design Conceptual Design




Phil DeFranco


Bristol, United Kingdom


Interface design, branding + illustration


Sketch, HTML, CSS, Javascript.

'Ave a slice

‘Ave’ - slang for have, a light-hearted + casual word that denotes sharing with friends. ‘Slice’ - a triangular portion of pizza.

I wanted the name of the company to sound as delicious as the pizza they serve. Salami is one of the most popular toppings + the alliteration makes the name catchy + memorable.

Visual content

Everyone knows that sex sells + just like sex, when you see food - you want a slice of the action. I call this the puppy dog close - when looking into the eyes of the puppy you want it + if you have the money, you will take it there + then. For this website, I have employed this tactic with tantalizing food photography + video consciously scattered throughout the page.

Content takes centre stage

When it comes to creating a website for a restaurant or catering service, it is imperative that the design allows for the photography + content to take centre stage, appealing to all of the consumer’s senses so that that they are automatically enticed into buying the product. The combination of colours + fonts I used for the SLICED SALAMI website successfully helped to elevate the brand - taking it from average to amazing.

See Project

Conceptual User

To put it simply, UX is imperative to good website design because it tries to fulfil the user’s needs. Its purpose is to create a meaningful user experience that allows users to define customer journeys on their website that are most conducive to their businesses success.

User Goals

  • Find out more information about the brand
  • Explore prices and menus
  • Intuitively understand the content
  • Access contact and booking information

Functional Requirements

  • Clearly represent the SLICED SALAMI brand
  • Encourage users to continue through the purchase journey
  • Display prices, menu and services clearly + concisely
  • Easy to navigate from section to section-

Non-functional Requirements

  • The site needs to be scalable + responsive for all devices
  • The page needs to have be fast performing
  • The website needs to have good SEO

A persona is a fictitious character created to represent a user type that might use a site.

Marcus Garvey

Career: Retired university professor
Age: 62
Gender: Male
Nationality: Jamacian
Employer: Leeds Metropolitan

Core Needs

To be able to search + view menu options based on his budget, tastes + number of guests attending.

Reasons for use

Marcus is planning a big party for his upcoming 60th birthday + is looking for a catering service that will appeal to all his family + friends.

Current Knowledge

He had previously booked a catering service for his wedding 37 years ago.

User scenarios help user experience designers understand how users may interact with the product.

Marcus is hitting the big 60 + wants a memorable celebration to mark the occasion. He is a stylish geezer who is renowned for throwing some of the best parties in St Paul’s, Bristol. He will have a lot of friends + family attending + is keen to provide tasty food that will fulfil everyone’s needs for a reasonable price. At previous parties Marcus + his wife have always done the cooking, however, due to the large number of guests attending this party he would like to hire a caterer so he can relax + enjoy his 60th in style.
Marcus did a quick search + found SLICED SALAMI on the first page of Google. Marcus saw a few other local alternatives such as buffet-style food, however being a big fan of pizza, SLICED SALAMI immediately stood out to him as it was the only pizza caterer on the list + the slick design of the website which included a well-shot video of the pizza being lovingly handmade caught his interest.
Marcus knows that his family + friends will expect Jamaican cuisine, so he is apprehensive about opting for pizza, however, he visited a pizza restaurant last time he was in Spanish Town which sold 3 of the best pizzas he had ever tasted with toppings of jerk chicken, shrimp + plantain. Scrolling through the options on SLICED SALAMI’s website, he notices that custom pizza toppings are available at an additional cost.
He contacts Phil, the owner of SLICED SALAMI + within 24 hours receives a friendly email confirming that Marcus can customize his pizza menu + that coincidentally he too has visited Marcus favourite pizza restaurant in Spanish Town. Prior to the party, Marcus is invited for a tasting session where he is bowled over by the delicious flavours + perfectly baked pizza dough. The party hits off + the pizza is a resounding success with Marcus’ guests - several of who decide to book SLICED SALAMI for their own upcoming events.

Related Projects

Start creating an award
winning website today!

Anything is possible,
Let's make dreams a reality.

Get Me Started!