Za by PizzaExpress

Visual Identity // Environment // Packaging

Fast-casual dining is one of the few areas of growth in a struggling casual dining sector. PizzaExpress had the ambition to stretch into this new category and take advantage of consumers looking for more interesting lunchtime options and specifically Pizza to Go. Our challenge was develop a winning brand proposition and experience to unlock growth in the adjacent and blossoming grab & go sector.

We unearthed Pizza Express's 1965 origins as a ‘to go’ pizza slice vendor bringing an all day part 21st century adaption of this concept back to the high street. This included naming and concept development, visual and verbal identity, environments and wayfinding through to guideline and brand launch.

Within 12 months, the new grab & go concept moved from blank sheet to the London test site launch in February 2019 with 2 more following within the year.