Making pizza packaging so colorful may really make your appetite wide open

[China Packaging Network News] PizzaExpress was founded in 1965 in London, the United Kingdom, is a chain of casual restaurants focused on Italian pizza. It has a name in China that is not in line with the English name “Zhennuo” and has multiple branches in Shanghai, Shenzhen, Hong Kong, and Beijing.

In July 2014, Hony Capital, a private equity firm of Legend Holdings, announced that it had spent a total of £900 million to acquire PizzaExpress.

Recently, PizzaExpress invited London design company Bulletproof to update its packaging design for the "Cook at Home" retail series, hoping to strengthen the close relationship between PizzaExpress and its retail brands under the promotion of its "One Brand" strategy. In simple terms, this packaging update is designed to allow consumers to think of their restaurants in the blink of an eye when they visit the supermarket's Pizza Express retail product.

The “Cook at Home” retail series is available at major supermarkets in the UK. All 36 products have been re-branded since April of last year. Of course, this series is currently only available in the UK.

The bold and comfortable handwriting font design reinforces the “realism” of the product itself, and it also makes it easier for consumers to distinguish the types.

The classic and Romana models are distinguished from each other by a black background and a colored background. The color of the classic series depends on the ingredients and flavor of the ingredients. Silver foil textured brand logos and matte finishes are Bulletproof's stated adjustments to emphasize the quality of PizzaExpress.

classic series

Romana Series

In addition to pizza, the packaging of pasta, bread, and sauces is also bolder in color, with PizzaExpress classic stripe elements exposed to easily stand out on the shelves.

sauce

spaghetti

bread

Another noteworthy detail is that the new packaging reduces the “window” of internal foods visible on the outer packaging. Instead, it invites well-known food photographer Andy Seymour to take a different picture of each ingredient and enlarge it on the outer packaging. The identification is higher than the visible food itself.

In PizzaExpress's words, “Our design offers a complete packaging portfolio. Although it breaks through a lot of design elements, it continues the unified tone of the brand and helps to stimulate consumers’ imagination and taste buds. It also better reflects the vibrant image of the brand.”