The packaging takes its cue from a new Pizza Express identity designed by the consultancy in September 2011, which saw a tweaked marque paired with black and white stripes – inspired by stripy shirts worn by pizzaioli in Pizza Express restaurants.
BrandOpus designer Edward Clark says the packaging complements the stripes ‘with striking flashes of colour’ which he says ‘provides visual unity with the restaurant experience’.
Pizza Express director of retail Harriet Rhys Williams says the new-look packaging ‘meets the brief of building a single brand identity across the restaurants and retail’.
The look has also been extended to eight new products which includes Romana and Calabrese style pizzas as well as pasta sauces.
The new packaging will roll out in supermarkets from the end of May.