PizzaExpress: The Redesign

PizzaExpress is an iconic brand, loved by many for their in restaurant experience and great pizza that never disappoints! The opportunity and challenge Bulletproof faced was how to create that same iconic love for the Pizza Express ‘at home’ range, that had become too corporate in its style and lacked warmth. The big idea was to take Pizza Express branding and use it in an unapologetic, heroic way. The looser, handwritten typography treatment used expressively across the pack gives a really unique almost hand signed appeal, whilst also serving to achieve clear navigation across the range especially when combined with bold block colour.



Create a solid master brand proposition for PizzaExpress retail packaging to drive consumer reappraisal and improve navigation across the extensive cross-category range.

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