Independent agency Brandon Consultants and the nation’s most iconic pizzeria brand, PizzaExpress, are pleased to share their latest project together: developing a new range architecture strategy and packaging design system for the brand’s new supermarket Specials range, plus a packaging redesign for its 9” Classic chilled pizzas.

As the nation’s number one chilled pizza brand*, the new Specials range brings even more of PizzaExpress’ iconic flavours to supermarket’s chilled aisles this autumn. The new range has been created under the overarching theme of ‘occasions’ with a selection of pizzas designed for whatever the occasion – pizza night with family, friends’ night in, or a solo treat. Brandon Consultants was tasked with developing the new visual range architecture strategy and subsequent packaging designs inspired by the occasions theme.

“PizzaExpress is an iconic brand in the UK – for its restaurant experience and for its supermarket range of pizzas, Dough Balls, dressings and dips that allow consumers to recreate those special PizzaExpress moments together at home. With the recent rise in ‘fakeaways’ and the current culture of ‘affordable treats’, we partnered with PizzaExpress once again to launch a new range of pizzas that taps into consumers’ desire for a more elevated sharing experience at home. At the same time, we have evolved the packaging design for the brand’s classic 9” pizzas to ensure that they maintain their position in the category as the everyday family favourite.”
– Richard Taylor, Co-Founder & CEO of Brandon Consultants

PizzaExpress’ iconic restaurant heritage, hand-crafted products and brand cues are what set the new Specials range apart from competitors, so Brandon Consultants told this story at the forefront of each new pack.

“Our design idea for the new Specials range puts the pizzas in the hands of those who crafted them. Styled in the iconic black and white striped t-shirts and aprons synonymous with PizzaExpress restaurants, we photographed the brand’s real Pizzaiolos proudly presenting their creations and placed them at the heart of the packaging. Unmissable when you see them in the supermarket, our design for this new range feels elevated and completely on brand.”
– Abi Taylor, Co-Founder & Creative Director at Brandon Consultants

The new packs feature Pizzaiolos Akos Kovacs from PizzaExpress Harrogate, and Edilson Massango from PizzaExpress Bradford Broadway.

Aligning the logo and filigree placement for masterbrand consistency, Brandon Consultants chose a new amber metallic print finish for that extra premium touch. Variant naming and key messages utilise established flavour-led category colour codes to aid shelf navigation. Increasing the window size entices consumers further, offering a look at the abundance of delicious toppings inside.

“When it came to evolving the design of the 9” range, our aim was to reinforce the approachable, everyday family favourite feel. 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.”
– Simon Magill, Senior Designer at Brandon Consultants

Boosting the vibrancy of the core colour palette of the 9” range, the Brandon Consultants team also added hand-crafted textures and secondary shades to improve shelf standout. The logo and filigree remain in the brand blue for consistency, whilst a new curved window echoes the shape of the pizza crust, seamlessly integrating the products with the tasty new photography.

“As the nation’s number one chilled pizza brand*, our new Specials range takes our supermarket offering to the next level – both in flavour and packaging design. Our Margherita Speciale is the preferred choice for 80% of those who tasted it*, so 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.”
– Richard Mills, Retail Director at PizzaExpress

The new PizzaExpress Specials range and redesigned 9” packaging designs debut in Sainsbury’s from 24th September, with further retailer launches planned from the beginning of October. Brandon Consultants is now extending this new design thinking into other PizzaExpress products, including the brand’s new Hot Honey Dough Balls, which also launch on 24th September.

*Data from Wirral Panel, March 2025 and Kantar, November 2024