BrandOpus creates new look for Pizza Express packs

Design agency BrandOpus has created a new look for Pizza Express’ retail range, which will extend across 47 products

The packaging takes its cue from a new Pizza Express identity designed by the consultancy in September 2011, which saw a tweaked marque paired with black and white stripes – inspired by stripy shirts worn by pizzaioli in Pizza Express restaurants.

BrandOpus designer Edward Clark said the packaging complements the stripes “with striking flashes of colour” which he explained “provides visual unity with the restaurant experience”.

Pizza Express director of retail Harriet Rhys Williams said the new-look packaging “meets the brief of building a single brand identity across the restaurants and retail”.