Dough Balls, Sloppy Giuseppe, or perhaps the one with the egg on? Everyone has their favourite from PizzaExpress. A proudly ‘Britalian’ institution since 1965, the brand brought proper pizza to high streets—from Soho to Singapore. But, with dining becoming more competitive than ever, the pizzeria needed to remind the public who ‘everyone’s favourite’ really was, and why.

Working collaboratively across the organisation, we transformed the entire brand experience. Reestablishing public perception of its value by honing in on the nostalgic, ever-identifiable characteristics of its restaurants— the marble tables and flaring dough, the striped-shirt service and art nouveau filigree—helping us to define their new rallying cry: ‘Let there be Flair’. A brand strategy and new identity tied to its first location’s ‘Soho Spirit’ and jazz club roots.

If you’ve ever taken a trip through Soho, you’d encounter eccentricities, energy and unmatched style. We wanted to capture the electric atmosphere that underpinned the original brand, bringing beloved heritage into a modern context. Typography that feels both contemporary and classic, a sophisticated yet vibrant palette, custom illustrations, and Art Nouveau curves inspired by the logo’s filigree come together to infuse the brand with Soho Spirit.

In writing, we wanted to capture the atmosphere and history of the brand while speaking to all of the best bits of a great meal out. The new tone of voice embodies a persona that’s attentive, stylish and packed with wit.

The thoughtfully-sourced ingredients, the passion of the pizzaiolos. The feeling of sitting at your marble table, surrounded by art and dough flaring through the air. We wanted to portray the uplifting feeling of dining at a PizzaExpress through relatable and warm art direction. The often dramatic tone emphasises the enduring creativity and sense of theatre at the heart of the brand.

As part of PizzaExpress’ rebrand, we also reimagined their sub-brand, PizzaExpress Live—a collection of music venues across London. Championing its unique connection to live music, we revised the logomark with a provocative, neon sign-inspired design, immersive monotone photography and introduced a vibrant colour palette that resembles stage lighting.