Bulletproof has overhauled the retail packaging for PizzaExpress’s ‘At Home’ range, adopting a ‘one brand’ strategy.
Bulletproof the new PizzaExpress packaging is designed to attract more of its restaurant customers to the retail range.
The brief was to create a solid master brand proposition for the retail packs that would reflect the current brand positioning, while also leveraging the ‘warmth, passion and artisanal detailing’ of the PizzaExpress restaurant brand.
Bulletproof wanted to approach the redesign from a completely fresh angle and make the most of the iconic assets that PizzaExpress had – and introduced bold, handwritten typography for added authenticity.
Shunning category norms, it significantly reduced the product window on the pizza packaging instead relying on attractive ingredient photography.
A spokesperson for the design agency said: “In the pizza category, one of our biggest challenges was to clearly differentiate between the standard (Classic) and premium (Romana) tiers. We chose to do this through the use of a black palette for the Romana range, bringing through product colour within the typography to clearly communicate the variant. The use of silver foil on the branding as well as matt and gloss varnishing also helps to really premiumise the packs. For the Classic pizza range, the background colour flexes to reflect each flavour variant creating a sea of colour in the chilled pizza fixture. “
This use of colour also features across the pasta, bread and dressings categories with the dressings further punched out on shelf using a cap and sleeve with the PizzaExpress branding and stripes.
Matt Ward, trading controller at PizzaExpress, said: “We gave Bulletproof a tough brief – to create packaging for the PizzaExpress ‘At Home’ proposition that unifies the products within our range, creates real standout at the shelf edge and captures the essence of our ‘in restaurant’ experience. They tackled this with a healthy blend of challenge, creativity and pragmatism and we are pleased with the results.”