Almost 50 years after launch, the brand was undergoing the biggest overhaul in its history. Everything from the restaurant experience to interiors were being redefined. This had given rise to multiple creative expressions, but no consistency at the brand level. We were tasked to explore how the new look and feel could be presented through the brand.
To overcome the previously disjointed visual presentation of the brand, we identified the need for a defining visual idea. The stripes are an ownable visual equity that take their inspiration from the striped shirts worn by the pizzaiolos that have been at the heart of the brand since 1955.
However using the stripes alone, without integrating them with the logo, fails to create the link between the visual equity and the brand. At the same time as redrawing the logo in order to create a more iconic symbol for the brand, we focused on integrating the iconic roundel logo with the stripes.
By establishing a relationship between the logo and the defining visual idea, stripes can be applied to all brand touch points in a ‘PizzaExpress’ way, creating a striking and impactful presence for the brand.
The strength of the core visual presentation allows greater freedom for individual creative expression, whilst still maintaining a sense of unity across all 380 restaurants nationwide.
“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.”