ABOUT

The Brief
How do we attract the ‘emerging trendy’ & ‘affluent posh’ London consumer whilst staying true to our heritage?

The Project
Working closely with the core team and wider stakeholders alike we were able to shape a new brand identity and positioning that captures all internal and expert stakeholder input, strategic and commercial objectives with a significant pull factor for the consumer whilst building on a heritage of great food, great artists and great experiences.

The Output
A brand concept and visual identity that channels the essence of Pizza Express with exciting new twists.

The reinterpretation of core Pizza Express brand assets creates a dynamic new experience:

Black - re-cast in the urban texture of black bricks, echoing the ceramic and painted facades of a Shoreditch boozer
Blue – a new hue for blue strikes an edgy note, recalling Soho’s 60’s heyday