PizzaExpress, the well-known UK pizza chain, is embarking on a brand rejuvenation journey under the guidance of design agency BRANDON. Their goal is to position the pizza brand not just for daily and weekly consumption but also for special occasions, making it a staple in homes and a must-have on shopping lists.
The updated portfolio is divided into three tiers: Icons, Restaurant Favourites, and Classics. Each tier is inspired by specific pizzas, and the packaging design showcases this inspiration through colorful and artistic elements. The use of different colors allows customers to easily identify the pizza tier they prefer.
The new brand identity extends across a range of PizzaExpress products, including pizzas, pizza sauces, pizza dough, Dough Balls, and salad dressings.
Casual Pizzeria Marketing
UK Pizza Chain PizzaExpress Undergoes Design Update
Trend Themes
1. Pizza Brand Rejuvenation - The design update by PizzaExpress aims to position the pizza brand as a staple in homes and a must-have on shopping lists, targeting special occasions as well.
2. Tiered Product Categories - PizzaExpress has introduced three tiers - Icons, Restaurant Favourites, and Classics - inspired by specific pizzas, with packaging design reflecting each tier through colorful and artistic elements.
3. Expanded Product Range - The brand rejuvenation also extends to a wider range of PizzaExpress products, including pizzas, pizza sauces, pizza dough, Dough Balls, and salad dressings, providing more options and variety for customers.
Industry Implications
1. Restaurant/food Chains - The design update and tiered product categories in PizzaExpress' brand rejuvenation present opportunities for other restaurant and food chains to enhance their branding and product offerings.
2. Food Packaging - The colorful and artistic packaging design showcasing different tiers of pizzas by PizzaExpress opens up opportunities for innovative food packaging companies to create visually appealing packaging concepts for various food products.
3. Food Product Manufacturers - The expansion of PizzaExpress' product range to include pizza sauces, pizza dough, Dough Balls, and salad dressings highlights opportunities for food product manufacturers to diversify their offerings and cater to different customer preferences.