Pizza Express retail range overhauled by BrandOpus

BrandOpus has designed a new look for Pizza Express’ retail range, which will extend across 47 products.

Part of the pizza range
Part of the pizza range

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’.

Linguine and bolognese packaging
Pasta and sauce packaging

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.

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