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- PizzaExpress
Everyday family favourite or the ultimate Friday treat? We've got you.
01 Challenge
From live music, to families, mates and dates, everyone has fond memories of PizzaExpress. The brand has also pioneered the 'restaurant to supermarket pizza' space, enabling people to enjoy their PizzaExpress favourites (and unique restaurant experience) at home.
But with increased competition looking for a slice of the action, PizzaExpress needed to maintain relevance and retain its status as the nation’s number one chilled pizza brand.
As the brand’s long-term design agency partner, we were tasked with developing a new visual range architecture strategy and packaging design for the brand’s new Specials range, inspired by the overarching theme of “occasions”. At the same time, we were briefed to evolve the packaging design for the 9” Classic chilled pizzas to ensure that PizzaExpress maintains its position in the category as the everyday family favourite.
02 Insight
Developed by real PizzaExpress pizzaiolos for whatever the occasion – pizza night with family, friends’ night in, or a solo treat – the packaging for the new Specials range needed to live up to its name. Our strategy was to position these pizzas as an elevated, more premium end-of-the-week treat, topped off with a look and feel that shouts ‘the best from PizzaExpress’.
The 9” range redesign needed a lighter touch. Our task was to inject a little more fun and character into the packaging, reinforcing this classic range as the approachable everyday family favourite.
03 Idea
PizzaExpress’ iconic restaurant heritage, hand-crafted products and brand cues are what set the new Specials range apart from competitors, so we told this story proudly front and centre.
Styled in the iconic black and white striped t-shirts and aprons that are synonymous with PizzaExpress restaurants, our pizzaiolos proudly present their creations on pack – and yes, we used real pizzaiolos for our photoshoot! It's an ownable design idea that feels elevated and completely on brand.
Aligning the logo and filigree placement for masterbrand consistency, we added in a new amber metallic print finish for an extra premium touch, whilst variant naming and key messages use established flavour-led category colour codes to aid shelf navigation.
Our redesign for the 9” Classics range brings the restaurant heritage story into focus in a different way. Using our playful hand-drawn illustration style, we’ve introduced a unique pizzaiolo character to each product.
Boosting the vibrancy of the core colour palette, we’ve also added hand-crafted textures and secondary shades to improve shelf standout. Combined with new ingredient illustrations that embody foodie flair, we've captured the warmth and joy of traditional pizza-making (and eating) in a familiar yet fresh way.
04 Impact
Delivering two distinctive pizza offerings for different audiences and occasions, we've told the brand’s heritage and product stories on pack in unique ways, forging the connection between the brand’s iconic restaurant experience and sharing moments (and a pizza!) with loved ones at home.
Iconic design for an iconic brand, the new range has been elevated for a more special pizza-sharing occasion, whilst our design evolution for the 9” Classics transports consumers into the trusted world of PizzaExpress in a more fun and accessible way.
And now? We’re applying this new design thinking to the wider range of PizzaExpress retail products and new launches (hello, Hot Honey Dough Balls!).