The Brief

PizzaExpress is not a conventional FMCG brand, but it exists in the FMCG world. The retail products are either the same as those sold in the restaurants, or made with the same high quality ingredients, but prior to the redesign there was a disconnect between the visual presentation of the brand in restaurant and retail environments.

Off the back of our rebranding of PizzaExpress, the focus of this brief was to create a vision for the brand in-store. A key objective was to establish a clear and consistent architecture that enables the retail offering to better reflect the restaurant identity.

Solution

The core brand idea of the stripes – inspired by the shirts worn by the pizzaiolos at the heart of the brand – are brought to life on pack, complemented by striking flashes of colour that reflect the ingredients of each product

The design of the new products in the range reflects their unique propositions: a larger window shows off the stretched base and more plentiful toppings on the Romana pizza, while the superior Speciale pizza features a more subtle presentation of the stripes on a matte black, elongated box format.

The new design strategy establishes visual synergy with new look and feel of the restaurants, and creates greater standout for the 47 product portfolio on shelf.

Results

The retail redesign achieves fantastic impact in store, and has successfully created a link to the wider brand identity and experience in a way that reflects the brand positioning of ‘unashamedly beautiful pizza, always served in style’.

There has been a hugely positive response to rebranding in store. During research post-launch the redesigned packaging was consistently rated to be more distinctive, consistent with restaurant cues, and have higher quality expectations.

20.7%
Overall uplift in sales

The packaging redesign has contributed to an overall sales uplift of 20.7% for the brand across all retailers.

What the client says

"We are delighted with the redesign. It has amazing standout and really meets the brief of building a single brand identity across the restaurants and retail"

Harriet Rhys Williams,
Director of Retail, PizzaExpress,