{"id":14922,"date":"2025-10-02T14:29:44","date_gmt":"2025-10-02T07:29:44","guid":{"rendered":"https:\/\/cstc.vn\/blogtsk\/brandon-consultants-designs-new-pizzaexpress-specials-range\/"},"modified":"2025-10-02T14:29:44","modified_gmt":"2025-10-02T07:29:44","slug":"brandon-consultants-designs-new-pizzaexpress-specials-range","status":"publish","type":"post","link":"https:\/\/cstc.vn\/blogtsk\/brandon-consultants-designs-new-pizzaexpress-specials-range\/","title":{"rendered":"Brandon Consultants designs new PizzaExpress Specials range"},"content":{"rendered":"

As the cost of living continues to bite, Brits are increasingly swapping traditional takeaways for at-home \u2018fakeaways,\u2019<\/a> supermarket-bought meals designed to replicate the restaurant experience.<\/p>\n

To take advantage of that, Pizza Express has launched a new Specials range, designed to give people that \u201cspecial occasion\u201d restaurant vibe at home.<\/p>\n

The brand partnered with long-time collaborator Brandon Consultants<\/a>, who designed the visual architecture and packaging for the new range. The Manchester and London-based studio also refreshed the look of the PizzaExpress Classics range.<\/p>\n

\u201cWe\u2019re the number one chilled pizza brand, with more than 20 years in supermarkets, and what sets us apart is the restaurant experience we can draw on,\u201d says Bianca Warren, senior retail manager at PizzaExpress.<\/p>\n

\u201cWith Specials, we wanted to create the best possible pizza for at-home occasions \u2013 whether that\u2019s a girls\u2019 night in, a glass of wine after a long week, or a family dinner in front of the telly \u2013 and make those moments more special.<\/p>\n

\u201cThe idea is to make you feel like you\u2019re in a restaurant even while you\u2019re on the sofa.\u201d<\/p>\n

BrandonConsultants\u2019 packaging for the new Specials range by PizzaExpress<\/p>\n

Warren believes that PizzaExpress carries a unique emotional weight in Britain, as so many of us have a memory or a story tied to the brand.<\/p>\n

\u201cWhenever you mention you work at PizzaExpress, people don\u2019t just say \u2018oh, cool,\u2019\u201d she says. \u201cThey\u2019ll tell you about their first date there, or their go-to family meal.<\/p>\n

\u201cWe wanted to bring those emotional connections into the home, with pizzas that not only deliver on taste and flavour but also catch the eye on the shelf.\u201d<\/p>\n

To reflect their premium positioning, the new packaging had to speak to the craft that goes into making the pizzas. But to create something new for a brand that has been a staple of supermarket aisles for 20 years, the Brandon team had to look back before looking ahead.<\/p>\n

\u201cPizzaExpress originally carved out the chilled pizza category in retail, so our challenge was to go back and ask \u2013 how did we disrupt in the first place?\u201d says Beth Johnson, account director at Brandon Consultants.<\/p>\n

Brandon Consultants\u2019 packaging for the new Specials range by PizzaExpress<\/p>\n

\u201cWe wanted to find new ways to do that again \u2013 to offer something that might not be \u2018new\u2019 in the technical sense, but feels new on a human, emotional level.\u201d<\/p>\n

To do that, the team decided to underpin the handcrafted-ness of the product by putting the people who make the pizzas at the heart of the designs. Each pack carries the photograph of a real PizzaExpress pizzaiolo \u2013 in the iconic black and white striped T-shirt \u2013 proudly holding their creation.<\/p>\n

The chilled aisle is notoriously cluttered, so Brandon Consultants decided to upend the category codes. Instead of top-down shots of ingredients \u2013 as is typical in the sector \u2013 the photograph of the pizzaiolos presenting the pizzas immediately communicated both flavour and the brand\u2019s point of difference.<\/p>\n

\u201cWe didn\u2019t want to feel like a mass-manufactured product, because that\u2019s not who we are,\u201d says Johnson. \u201cPizzaExpress\u2019 pizzaiolos bring real expertise, and they have the history to back that up. Putting a human on the packaging was our way of capturing that emotion \u2013 and it\u2019s something nobody else in the category does.\u201d<\/p>\n

And showcasing the pizzaiolos so prominently helped connect the retail offer back to the restaurant experience. \u201cWe wanted to make sure the retail range stayed anchored to that,\u201d says Johnson.<\/p>\n

Framing the photograph is the brand\u2019s filigree \u2013 now seen in an amber metallic finish \u2013 and the logo. The team chose to retain Dan Forster\u2019s custom script typeface, grounding the work with one of the brand\u2019s most distinctive assets.<\/p>\n

Brandon Consultants\u2019 refreshed packaging for the Classics range<\/p>\n

The pizzaiolos became the thread linking the new Specials to the refreshed 9-inch Classics packaging, appearing in photography on the former, and illustration on the latter.<\/p>\n

\u201cWhen you look back through the archives, PizzaExpress has always had a deep connection to art and creativity \u2013 from Enzo Apicella\u2019s beautiful decals on our restaurant windows and walls, to the way design has shaped the brand,\u201d says Johnson. \u201cThat history is intrinsic to who we are, and we wanted to carry it through into the modern day.\u201d<\/p>\n

In the suite of illustrations now seen on the Classics packaging, an expressive pizzaiolo whips up a pizza, and is seen interacting with the ingredients, a tool used for varianting.<\/p>\n

Brandon Consultants\u2019 refreshed packaging for the Classics range<\/p>\n

\u201cHe\u2019s drizzling olive oil on one and spinning pepperoni onto another \u2013 bringing real joy and life to the packs,\u201d says Simon Magill, senior designer at Brandon Consultants.<\/p>\n

While the team innovated through the illustrations, they also rooted the design in familiar elements such as the filigree, the brand mark, and the custom typeface.<\/p>\n

\u201cIt\u2019s about carrying that emotional connection through,\u201d Warren says, \u201cwhether you\u2019re in a restaurant or on your sofa at home.\u201d<\/p>\n

\nWhat to read next: <\/strong>Grate success \u2013 Brandon Consultants\u2019 new look for Pilgrims Choice cheddar<\/a> | Duzi Studio\u2019s identity helps Picoso rewrite the rules of non-alcoholic branding<\/a> | A tribute to German designer Peter Schmidt (1937 \u2013 2025)<\/a> | Beardwood&Co oversees brand refresh for the Yankee Candle Company<\/a>\n<\/div>\n

Source<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

As the cost of living continues to bite, Brits are increasingly swapping traditional takeaways for at-home \u2018fakeaways,\u2019 supermarket-bought meals designed to replicate the restaurant experience. 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