PizzaExpress

Visual Identity // Environment

PizzaExpress’ focus on short to medium term growth via the reliance of vouchers to drive footfall had started to erode the heart of the brand. As a result the business, its employees and its customers had all lost sight of what made Pizza Express special. Our challenge was to create a new brand proposition and customer experience that can drive sustainable growth over the next 5 years.

We uncovered a universal insight that shared passions fuel moments of connection and make them special. This belief enabled a proposition, brand identity and experience to be developed that could drive the two main growth opportunities for the brand; frequency and value.

Brand relaunch in 2019 with new identity, restaurant design and customer and team experience to drive long-term growth.

“This partnership has helped us develop a new offering, which not only stays true to our incredible heritage and Peter’s original vision for the brand, but also helps us understand the critical elements to ‘future-proof’ the business..”

- Zoe Bowley, MD PizzaExpress