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Using the tools of semiotic analysis, this article aims to show that Slow Food is a perfect brand. First, this brand was established to oppose another very strong brand, the global colossus of fast food: McDonald’s. Second, this opposition was not originally an offer of alternative products to McDonald’s, but a proposal of new values: an abstract formulation of an alternative way of life. It was only after the brand had become established (thanks to its PR efforts) that it acquired a commercial dimension involving food, wine, dining venues, publishing, companies, whole regions, and even ""slow cities."" As such, with a fully semiotic gesture, Slow Food has successfully navigated the discursive process typical of any brand, to become, as Lévi-Strauss would have said, “good to think about.”