Brandon has completed the redesign of PizzaExpress’ new frozen range.
The look of the frozen range builds on the brand’s “‘Let There Be Flair’ mindset” and will launch in Tesco supermarkets today.
Altrincham-based Brandon has recently refreshed the company’s wider retail range, through a new design identity, brand architecture and packaging design.
It explained that the new identity expressed the “care, artistry and craft” that goes into each product, with a new white colour range that echoes the marble tabletops seen in PizzaExpress restaurants.
“Typography then dances with energy and a sense of ‘pizzazz’, and flying product intrinsic ingredients work in tandem with the typography for a bold and exciting expression of the brand – one that stands out from the crowd,” it added.
Joe Bembridge, Design Director, Brandon said:
“We know the nation holds PizzaExpress with such high esteem, love & admiration, so our job was to build out from the Masterbrand identity and leverage the brand’s iconic filigree pattern, but to also inject the creative flair that people associate from the restaurants into the frozen meal occasion, which we see expressed in the brand’s close ties to jazz music and popular culture. It makes for a bold new entrance onto the frozen aisle.”
The launch comes as Kantar research reveals that frozen meal consumption, is increasing in popularity (up 2.6%).
“Our frozen range is backed by more than 20 years of experience in offering customers restaurant quality chilled pizzas, and this new range allows us to enter the frozen category where we know our customers are purchasing for convenience and different meal occasions to that of chilled,” added Richard Mills, Retail Director, PizzaExpress.
“Showcasing our commitment to innovation, our frozen range allows our customers more choice and to have something in their freezer they know they can rely on, with great taste and premium ingredients. We’re very proud to be an omnichannel brand and with our retail range, customers can have an enlivening dining experience at home – whether it’s dinner for tonight with our chilled range, or an upcoming dining occasion customers can now plan ahead for with our frozen range. Our new frozen identity, designed by Brandon, plays into the sense of fun and play that people associate with the restaurant experience.”