Brandon Consultants partners with PizzaExpress to deliver its new ‘specials’ supermarket range
Brandon Consultants teams up with PizzaExpress to deliver a bold new range architecture and packaging design, bringing the brand’s iconic pizzaiolos and restaurant heritage straight to supermarket shelves
Brandon Consultants teams up with PizzaExpress to deliver a bold new range architecture and packaging design, bringing the brand’s iconic pizzaiolos and restaurant heritage straight to supermarket shelves
Independent agency Brandon Consultants and UK's most iconic pizzeria brand, PizzaExpress, are pleased to share their latest project together: developing a new range architecture strategy and packaging design system for the brand’s new supermarket Specials range, plus a packaging redesign for its 9” Classic chilled pizzas.
The new Specials range brings even more of PizzaExpress’ iconic flavours to supermarket’s chilled aisles this autumn. The new range has been created under the overarching theme of ‘occasions’ with a selection of pizzas designed for whatever the occasion – pizza night with family, friends’ night in, or a solo treat. Brandon Consultants was tasked with developing the new visual range architecture strategy and subsequent packaging designs inspired by the occasions theme.
PizzaExpress’ iconic restaurant heritage, hand-crafted products and brand cues are what set the new Specials range apart from competitors, so Brandon Consultants told this story at the forefront of each new pack.
“Our design idea for the new Specials range puts the pizzas in the hands of those who crafted them. Styled in the iconic black and white striped t-shirts and aprons synonymous with PizzaExpress restaurants, we photographed the brand’s real Pizzaiolos proudly presenting their creations and placed them at the heart of the packaging. Unmissable when you see them in the supermarket, our design for this new range feels elevated and completely on brand.” - Abi Taylor, Co-Founder & Creative Director at Brandon Consultants
The new packs feature Pizzaiolos Akos Kovacs from PizzaExpress Harrogate, and Edilson Massango from PizzaExpress Bradford Broadway.
Aligning the logo and filigree placement for masterbrand consistency, Brandon Consultants chose a new amber metallic print finish for that extra premium touch. Variant naming and key messages utilise established flavour-led category colour codes to aid shelf navigation. Increasing the window size entices consumers further, offering a look at the abundance of delicious toppings inside.
Boosting the vibrancy of the core colour palette of the 9” range, the Brandon Consultants team also added hand-crafted textures and secondary shades to improve shelf standout. The logo and filigree remain in the brand blue for consistency, whilst a new curved window echoes the shape of the pizza crust, seamlessly integrating the products with the tasty new photography.
For more information on the design, visit Brandon Consultants' website or follow them on Instagram .