The Drum Awards for Marketing - Entry Deadline

-d -h -min -sec

Pizza Express Packaging Design Creative

PizzaExpress wants to tempt restaurant customers to its retail range under 'one brand' strategy


By Natalie Mortimer | N/A

May 5, 2016 | 2 min read

PizzaExpress has relaunched its supermarket 'At Home' range with a new packaging design as part of a 'one brand' strategy to attract more of its restaurant customers to the retail range.

The restaurant brand wanted to encourage diners at its restaurants to "reappraise" its 36 retail products and help them better navigate its line of pizzas, sauces and pastas.

Designed by brand design agency Bulletproof, the new packaging aims to reflect the current brand positioning, while also leveraging the artisanal feel of the PizzaExpress restaurant brand.

Handwritten typography has been introduced and the size of the windows on the PizzaExpress pizza boxes have been reduced to hero the ingredient photography featured on pack. The idea is to push the fact that fresh ingredients, as used in restaurants, can be found on the pizza.

Matt Ward, trading controller at PizzaExpress said: “We gave Bulletproof a tough brief – to create packaging for the PizzaExpress ‘At Home’ proposition that unifies the products within our range, creates real standout at the shelf edge and captures the essence of our ‘in restaurant’ experience. They tackled this with a healthy blend of challenge, creativity and pragmatism and we are pleased with the results.”

The agency was also tasked with differentiating between the premium and standard range of pizzas, which was achieved by using a black palette and silver foil on the premium range compared to more colourful packaging on the standard range.

Pizza Express Packaging Design Creative

Content created with:


Bulletproof is a brand agency with studios in London, New York, Singapore, Amsterdam, Sydney, Shanghai and Melbourne. Proudly independent, we exist to vanquish mediocrity and build the most successful brands of the future.

Working in partnership with clients of all sizes, from Mondelēz International, The HEINEKEN Company and Diageo, to Soapsmith, WhiteClaw, and the Football Association of Wales, we create bulletproof brands that deliver real commercial results.

You can check out our work on our Instagram @bulletproofintl, find us on LinkedIn @bulletproof or visit our website,

Find out more

More from Pizza Express

View all


Industry insights

View all
Add your own content +