![](https://optimise2.assets-servd.host/hushed-wildebeest/production/Header_Image_PizzaExpress-copy.jpg?w=3880&h=1280&auto=compress%2Cformat&fit=crop&crop=focalpoint&fp-x=0.637&fp-y=0.5025&dm=1688586002&s=36be0cbe7130213394111e7e11c4cfb0)
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.
![Expressly for Everyone](https://optimise2.assets-servd.host/hushed-wildebeest/production/PE_Full_Module_System.jpg?w=1440&h=900&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1682366191&s=19ba902af5e2b159c8cf86fdbf1eb6e5 1440w)
Typography
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.
![Expressly for Everyone](https://optimise2.assets-servd.host/hushed-wildebeest/production/PE_TypeSideModule.jpg?w=450&h=563&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1682366219&s=ead884acba66f46c60df7d50cfef9de8 450w)
![Expressly for Everyone](https://optimise2.assets-servd.host/hushed-wildebeest/production/PE_OOH_Bill2.jpg?w=1440&h=900&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1682366180&s=f17a012205fddcad46efa68658a11d61 1440w)
Brand Tone
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.
![Expressly for Everyone](https://optimise2.assets-servd.host/hushed-wildebeest/production/PE_AppSideModule.jpg?w=450&h=563&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1682366210&s=9a70d629eabbe2effeca7591a2f33142 450w)
![Expressly for Everyone](https://optimise2.assets-servd.host/hushed-wildebeest/production/PE_Full_Module_App.png?w=1440&h=900&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1682366146&s=b7486c66d01006440f0248b75411a7ca 1440w)
![Expressly for Everyone](https://optimise2.assets-servd.host/hushed-wildebeest/production/PE_Website.jpg?w=1440&h=900&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1682366199&s=4e9c568e29efdd32567318d625e181d9 1440w)
![Expressly for Everyone](https://optimise2.assets-servd.host/hushed-wildebeest/production/PE_SideModule_Menu.jpg?w=450&h=563&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1682366139&s=8a8243a5fcdac4760d21a6aa906a0925 450w)
![Expressly for Everyone](https://optimise2.assets-servd.host/hushed-wildebeest/production/PE_Tote_SideModule.jpg?w=450&h=563&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1682366131&s=a43adcd2c311ad6ad80d5c7e8bf163e1 450w)
![Expressly for Everyone](https://optimise2.assets-servd.host/hushed-wildebeest/production/PE_Box_SideModule.jpg?w=450&h=563&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1682366667&s=953bdd7c9a1b2f2be2679be48429566d 450w)
![Expressly for Everyone](https://optimise2.assets-servd.host/hushed-wildebeest/production/PE_SideModule_Pins.jpg?w=450&h=563&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1682366205&s=0193e6d944ea05d770bb8b454afd9f7d 450w)