PizzaExpress has relaunched its ‘At Home’ range this month with bold new packaging and improved recipes as part of a ‘one brand’ strategy designed to attract more of its restaurant customers to the retail range. The redesign has been led by the London office of strategic brand design agency Bulletproof who were appointed to the project in April 2015 following a strategic reappraisal of the master brand identity.
Bulletproof were appointed to create a solid master brand proposition for the retail packs that would reflect the current brand positioning while also leveraging the warmth, passion and artisanal detailing of the PizzaExpress restaurant brand.
Commenting on the project, Bulletproof said: “We wanted to approach the redesign from a completely fresh and revolutionary angle and make the most of the iconic assets that PizzaExpress had. We decided to take the PizzaExpress branding and use it in an unapologetic, heroic way. We introduced bold, handwritten typography for added authenticity, which also serves to achieve clear navigation across the range.
