Zume

Once upon a time, there was a startup called Zume Pizza that used robots to bake pizzas aboard a food truck en route to a customer so it would arrive as fresh as possible. What the public didn’t know was that it was a proof of concept for something much, much bigger. Zume’s larger goal was fighting climate change by reducing food loss which account for 8–10% of annual global greenhouse gas emissions. Restaurants, grocery stores, etc. would be able to better predict what their needs were and the food would be prepped on the trucks while en route. For example, tomatoes could be turned into tomato sauce so that it showed up to, say, a pizza joint. That was just the tip of the iceberg lettuce. And I assume that you have better things to do than read a novel about a startup with big ambitions that didn’t make it unfortunately.


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As Zume evolved from a robot pizza business to food logistics and supply company, a problem surfaced. You could ask 10 employees what Zume’s purpose was, and you’d get 17 different answers. It can be a fairly common problem when a business grows. Our job was to build the brand that got employees and the public on the same page. And it started with an internal booklet given to every employee.

OOH

We had a lot of fun writing lines for the Zume Pizza fleet. Sadly, many of those files also fell victim to the Great Data Incident of 2025 at the Williams household.

Scooter: Hot stuff, coming through.

Car: Arrives fast so you’re not furious.