Brandon designs packaging for new PizzaExpress grocery range

Branding agency Brandon has designed the packaging for the new grocery range of British restaurant-pizzeria chain, PizzaExpress.

PizzaExpress wanted to provide consumers the option of enjoying some of their favourite restaurant dishes at home and decided to expand through a new meal deal with supermarket chain Tesco. Through this new meal deal, the brand aims to grow into new retail categories and therefore allow consumers to recreate its restaurant experience at home.

“This new range from PizzaExpress plays into the idea of getting together with a loved one and treating yourself – sin and be proud,” says Abi Taylor, creative partner at Brandon.

As this was a new meal deal, PizzaExpress wanted to own its part of the aisle in store, signalling something different and standing out on shelf. Therefore, it was important for Brandon to build on the brand that consumers already know.

“PizzaExpress is a hugely established brand, and so the key thing was to really understand its visual brand identity system and then apply it in a meaningful and impactful way in food retail. Grocery is a very different space to hospitality where consumers are in a different mindset, need space and physical space,” Taylor says.

Brandon widened the brand’s ‘great pizza, good times’ roundel to encompass ‘great meals, good times,' aiming to provide a level of ‘permissible indulgence,’ and celebrating the restaurant experience that can be shared with friends and family at home. Additionally, the agency chose to include a natural colour palette to reinforce its status as an everyday treat.

“Brandon has done a fantastic job of giving customers the opportunity to enjoy the full ‘dine out’ experience at home and in keeping the brand front of mind and relevant to consumers. The whole range sits together perfectly to bring a level of theatre in-store, which both PizzaExpress and Tesco are really excited about,” says head of retail at PizzaExpress, Richard Mill.