Brandon delivers a revamped packaging identity for Pizza Express drawing inspiration from the brand's original identity

The Pizza Express logo, originally crafted by Italian designer Enzo Apicella in 1967, has been a symbol of the brand for over five decades. It now takes a prominent position in the brand's fresh at-home packaging designs, which have undergone a cleaner and more refined makeover.

Brandon was tasked to deliver a refreshed visual identity while remaining authentic to the brand’s original identity. The team revitalized Pizza Express by diving into its archives for inspiration from jazz and art history, focusing on enhancing the iconic filigree emblem, a key brand symbol. And, integrating it seamlessly into the entire product lineup as part of a broader master brand strategy, positioning the brand for the future.

In addition to revitalizing the Pizza Express brand, Brandon has reinvigorated the product lineup, categorizing it into three tiers within the overarching master brand identity: 'The Icons' featuring classics like American, Margherita, and Sloppy Guiseppe, 'The Restaurant Favourites' including La Reine, American Hot, Hawaiian, Margherita Formaggi, Pollo American, and Pollo Ad Astra, and 'The Sicilianas' comprising options like Pesto Margherita, Mozzarella Nduja & Chilli, and Ham, Garlic Mushrooms & Mascarpon. Each range is distinguished by a unique colour palette, with 'The Restaurant Favourites' showcasing hand-painted illustrations by artist Emily Simpson.

The agency also enlisted the expertise of lettering artist Dan Forster to incorporate elements of the filigree into a typography update. The objective was to improve the legibility of the packaging while infusing it with design elements inspired by the iconic main brand emblem, resulting in a more unique and exclusive typography style.

For more information on Brandon’s design, visit their website or follow them on Instagram.

Want to receive more monthly packaging inspiration? Sign up for our newsletter!