Pizza Express, a renowned pizza brand, unveiled a refreshed brand identity that pays homage to its rich heritage while embracing a more contemporary and refined aesthetic.
The brand’s iconic logotype, originally designed by Italian designer Enzo Apicella in 1967, has been an integral part of Pizza Express for over five decades.
However, the latest rebrand by Brandon, a design agency, gives the logotype a more prominent position in the brand’s new at-home pack designs.
Joe Bembridge, the design director at Brandon, explains that the team delved into the Pizza Express archive to draw inspiration and propel the brand forward.
They sought to unleash the brand’s creative flair, drawing from its associations with jazz and art history. The iconic filigree mark, which is Pizza Express’s strongest distinctive brand asset, was simplified and amplified, serving as the unifying element across the product portfolio as part of a broader masterbrand strategy.
In addition to the logotype redesign, Brandon also revitalized the Pizza Express product portfolio. They introduced three range tiers under the masterbrand identity: ‘The Icons’ featuring classic pizzas like American, Margherita, and Sloppy Guiseppe; ‘The Restaurant Favourites’ comprising popular choices such as La Reine, American Hot, Hawaiian, Margherita Formaggi, Pollo American, and Pollo Ad Astra; and the ‘Sicilianas’ offering unique flavors like Pesto Margherita, Mozzarella Nduja & Chilli, and Ham, Garlic Mushrooms & Mascarpone.
To visually differentiate the ranges, each tier incorporates a distinct color scheme. Additionally, the ‘Restaurant Favourites’ range showcases hand-painted illustrations by artist Emily Simpson, adding a touch of artistry to the packaging.
Furthermore, Brandon enlisted the expertise of lettering artist Dan Forster to revise the typography, leveraging the shapes of the filigree to create a more legible and distinctive type style. The aim was to enhance readability on the packaging while maintaining a visual connection to the iconic brand marque.
The new brand identity is now featured across various Pizza Express products, including pizzas, pizza sauces, pizza dough, dough balls, and salad dressings, starting this month. The redesign represents a harmonious blend of Pizza Express’s rich history and a contemporary vision, capturing the essence of the brand while appealing to modern consumers. With its cleaner and refined look, the refreshed brand identity positions Pizza Express for continued success in the ever-evolving pizza market.
Source: Creative Review
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