Brandon Consultants undertook the development of a new visual range architecture strategy along with packaging designs centered around the occasions theme. This initiative aligns with current food and drink sustainability trends, emphasizing the importance of sustainable packaging.
The updated packaging features Pizzaiolos Akos Kovacs from PizzaExpress Harrogate and Edilson Massango from PizzaExpress Bradford Broadway, bringing a personal touch that resonates with consumers in the food and drink market.
To enhance masterbrand consistency, Brandon Consultants meticulously aligned the logo and filigree placements. They opted for a new amber metallic print finish, adding a premium feel that appeals to discerning consumers.
Moreover, variant naming and key messages strategically incorporate established flavour-led category color codes, which facilitate navigation on supermarket shelves, addressing key aspects of food and drink marketing.
Brandon also increased the window size, enticing consumers while providing an enticing glimpse of the abundant toppings inside, effectively driving engagement and sales.
Richard Mills, retail director at PizzaExpress, remarked: “We knew the packaging had to be just as elevated as the pizza. Brandon’s designs do just that – an eye-catching, brand-led design which showcases our iconic assets – our Pizzaiolos and black and white stripes – and we look forward to seeing them on the shelves of supermarkets.”
Additionally, Simon Magill, senior designer at Brandon Consultants, stated: “Injecting a little more fun into the packaging, we’ve used our playful hand-drawn illustration style to introduce a unique Pizzaiolo character to each product. Combined with new ingredient illustrations that embody foodie flair, our new design captures the warmth and joy of traditional pizza-making (and eating) in a familiar yet fresh way.”
