Strategic design agency BrandOpus have created a striking new brand identity for PizzaExpress as part of the biggest brand refresh in the company’s 46-year history.

BrandOpus have unified and contemporised the distinctive PizzaExpress logo, putting it at the heart of a new visual identity that was inspired by the black-and-white stripes of the shirts worn by the pizzaiolos in their restaurant.

The iconic new brand identity unites all brand touchpoints, and builds into the company’s new marketing strategy which focuses on delivering a more personalised experience. The new brand identity has been brought to life across interiors, uniforms,crockery, point of sale, and communications collateral this week.

Nir Wegrzyn, Managing Partner, BrandOpus, says, “We’re delighted to be working with PizzaExpress. It’s an exciting challenge to be working with such a large and creative organisation, and the brand identity redesign is the first stage in what we hope will be a long and fruitful relationship.”

Emma Woods, PizzaExpress Marketing Director, says, “The new logo echoes the fantastic heritage of the brand with an iconic and unified marque that is central to our exciting new visual identity. By integrating the logo and the stripes BrandOpus have created a distinctive and ownable look and feel, which was inspired by the pizzaiolos in our restaurants.”

Photos: new brand identity for PizzaExpress by BrandOpus