The new-look retail range follows on from the identity redesign, which saw BrandOpus unify and contemporise the distinctive PizzaExpress logo, placing it at the heart of a new visual identity, inspired by the black-and-white stripes of the shirts worn by the pizzaiolos in their restaurants.  Now the agency has extended the redesign across a range of 47 products launching into selected supermarkets shortly.

Beyond the vibrant new packaging design, the relaunch also sees eight new additions to the PizzaExpress retail range. A favourite in its restaurants, two Romana style pizzas will now be available in supermarkets for the first time. The Romana is famed for its bigger, thinner, crispier base, that allows the bold flavours of the fresh simple toppings to really jump out. The packaging design complements this with bold use of the black and white stripes with a dash of colour to reflect the key flavours of each variant.

Inspired by one of PizzaExpress’ most popular restaurant pizzas, the Calabrese was created by Francesco Mazzei, chef of the acclaimed restaurant L’Anima. The design packs a punch too, with a piquant red and orange colourway reflecting the hot flavour.

The redesigned PizzaExpress retail range will be available from May 2012 in selected supermarkets.

Photo: Pizza Express redesigned range for supermarkets