Pizza Express launches new brand platform

Pizza Express has launched a new 'Expressly for Everyone' brand platform with an entirely new look.

Crafted in collaboration with VB&P, the rebranding marks the start of a new focus for the high street chain, which aims to align itself with the principles of innovation and self-expression.

The new brand positioning includes a logo, typography, vibrant colours and bold illustrations, and can be seen across updated restaurant menus and redesigned pizza boxes as well as in out-of-home, point-of-sale and social media channels. 

The rebrand also includes two new key market propositions: a Pizza Express Club rewards scheme and lunchtime pizza wraps – a lighter, handheld option that taps into the grab-and-go market. The wraps launch via takeaway and collection from today (22 February), but will be available to eat-in customers from 1 March. The lunch wraps come in a range of Pizza Express favourites including American Hot, Padana, Pollo Ad Astra, Sloppy Vegan and BBQ Burnt Ends. 

Unlike other loyalty schemes, the Pizza Express Club rewards customers every time they dine, with members retaining their free rewards for the whole year. The app rewards everyone with free dough balls just for joining. 

The club will be promoted via a social media and TV campaign, featuring an array of pizza-loving misfits in a bid to embody the value that customers will be rewarded regardless of why they are there. The TV advert is voiced by comedian David Mitchell and is the chain's first major AV campaign in over a decade. It is scheduled to run a peak times across ITV, Channel 4 and Sky. 

Shadi Halliwell, chief customer officer at Pizza Express, comments: “Together with our valued agency partners we are reinvigorating one of the nation's favourite brands. While everyone undeniably loves pizza, what we get out of it is expressly different. Our new brand positioning of ‘Expressly for Everyone’ simply means we want to celebrate and elevate the many ways people enjoy our food. That's why we’re always expanding our offering, so no matter who you are we’ll always have something for you at Pizza Express.”

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