brandopus

We have created a striking new brand identity for PizzaExpress as part of the biggest brand refresh in its 46-year history.  BrandOpus have unified and contemporised the distinctive PizzaExpress logo, putting it at the heart of a new visual identity that was inspired by the black-and-white stripes of the shirts worn by the pizzaiolos in their restaurant.

The iconic new brand identity unites all brand touchpoints, and builds into the company's new marketing strategy which focuses on delivering a more personalised experience. The new brand identity has been brought to life across interiors, uniforms, crockery, point of sale, and communications collateral this week.

Emma Woods, PizzaExpress Marketing Director, says "The new logo echoes the fantastic heritage of the brand with an iconic and unified marque that is central to our exciting new visual identity. By integrating the logo and the stripes BrandOpus have created a distinctive and ownable look and feel, which was inspired by the pizzaiolos in our restaurants."

Nir, our Managing Partner, says, "We're delighted to be working with PizzaExpress.  It's an exciting challenge to be working with such a large and creative organisation, and the identity redesign is the first stage in what we hope will be a long and fruitful relationship."

We were approached to give our thoughts on health information legislation and how it affects food packaging design, as part of an article published on Marketing Week today. See a little excerpt of the larger article below.

'Experts in the design industry have voiced their concerns about health related information on food and drink packaging stifling the creative process, as legislation becomes more rigid year-on-year.
The remarks come as McDonald's became one of the first UK retailers to display calorie information on the menus of its 1,200 UK restaurants earlier this week under the Government's voluntary Public Health Responsibility Deal.

Legislation is making it harder for agencies to differentiate brands according to Avril Tooley, client service director & partner at strategic design agency BrandOpus: "Now more than ever, it is essential for agencies to design brands in such a way that have a role over and above their product, enabling them to successfully overcome these enforced category generics."'

Excerpt from a larger article published on Marketing Week.