Giving the chilled pizza category its icon back.
The PizzaExpress restaurant-to-retail transition brought huge category growth and a fresh injection of brand expertise to the chilled pizza aisle. The trouble was, over time many new brands and own-label players wanted a slice of the action, and the fixture became visually noisy, populated with the same old category codes.
So, how do we cut through ‘norms’ and demonstrate our brand leadership?
Born in Soho and rooted in artistic style and flair, our origins have shaped our identity as a best-loved pizzeria brand… A unique emotional association that other pizza brands simply can’t replicate!
So, to bring this restaurant experience into the homes of supermarket shoppers, we needed to leverage our passion and expertise with iconicity, pride and creativity at the heart of the pack design transformation
Creating an unapologetic brand-led approach for PizzaExpress meant we could avoid the generic visual codes and use our iconic logo to make a bold yet simple statement of restaurant quality, passion and artistry. We re-built the packs without visual clutter, strengthened the hierarchy and created a new unique way of elevating our product imagery with an illustration style that injected energy, flair and vibrancy.