Let there be flair
As a proudly ‘Britalian’ institution since 1965, and the nation’s favourite
pizza restaurant, PizzaExpress has a proud history on the UK’s high street. But as fast-casual
competition was rapidly increasing, they needed help staying top of mind. We worked with them to
revitalise their brand and remind people why they were so well-loved to begin with.
As a proudly ‘Britalian’ institution since 1965, and the nation’s favourite
pizza restaurant, PizzaExpress has a proud history on the UK’s high street. But as fast-casual
competition was rapidly increasing, they needed help staying top of mind. We worked with them to
revitalise their brand and remind people why they were so well-loved to begin with.
Flaring dough, marble tables, live music, a record label. PizzaExpress
goes the extra mile in a way not many high street restaurants do. We infused
the brand voice with this sense of pizzaz, tying everything back to its first Soho
location and jazz club roots.
The Showman of Wardour
Our brand persona lives by three rules: make them feel welcome,
put on a show, serve up repartee. In writing, we’re the host with the
most, always reading the room and keeping audiences entertained.
This comes through in everything from campaigns, to menus, to CTAs.
I had the pleasure of developing the approach and onboarding the
global PizzaExpress team, so the brand maintains consistency across
touchpoints and markets.
Our brand persona lives by three rules: make them feel welcome,
put on a show, serve up repartee. In writing, we’re the host with the
most, always reading the room and keeping audiences entertained.
This comes through in everything from campaigns, to menus, to CTAs.
I had the pleasure of developing the approach and onboarding the
global PizzaExpress team, so the brand maintains consistency across
touchpoints and markets.
Special thanks to: Anna Victor (Project Director), Jo Tulej (Creative Director), Issey Conway (Senior Designer)
and the strategy team at Mother.
and the strategy team at Mother.