Expressly for Everyone
When it comes to food that pleases everyone, pizza is the answer. And that’s made Pizza Express a UK dining institution since they first opened their doors in 1965. Problem is, that “everyone” who loves pizza, looks and lives a lot differently than they did fifty years ago. And Pizza Express, well, they looked pretty much the same. Which means they were losing the key demographic of… everyone. So, we decided to change that by reinventing PizzaExpress with a new identity that is bold, fresh and Expressly for Everyone.
We started by leaning into Pizza Express’ rich art nouveau heritage with typography that gives a nod to the past with an eye squarely on the future. We widened our color palette to match the many ways our customers like to express themselves.
We set a brand tone that’s truly for everyone. Instead of telling people what to think about our pizza, we embraced the fact that everyone’s experience with Pizza Express is expressly different. We brought together a bright, “pop-y” photography, a fun illustration style and a super diverse cast to showcase the weird and wonderful ways that all people enjoy their pizza.