Pizza Express cooks up new supermarket range by Pearlfisher

Pizza Express has unveiled a new supermarket range with a pack design by Pearlfisher.

The consultancy was appointed last November as part of an ongoing relationship with the chain, an existing client.

Launching in Sainsbury’s this month, the Romana pizza will be available nationwide.

Its visual identity is being created to complement the existing Pizza Express branding, while differentiating it from other varieties within the range.

Pearlfisher designer Claudio Vecchio, artworker Henry Preston and creative director Shaun Bowen were responsible for the packaging design.

Bowen says that the artwork is ‘about capturing the back streets of Rome’.

The illustrations use a twist on the Renaissance style of painting to reflect the heritage of the longer and thinner Romana pizza.

The product, which follows the launch of the Romana option in Pizza Express restaurants last spring, is likely to be the forerunner of a range of pizzas under the new supermarket sub-brand.

Since 2006, Pearlfisher has worked on the designs for Pizza Express’ grocery range, including its salad dressings and dough balls.