The British international pizza restaurant group, Pizza Express today launches its frozen food product range. With a new frozen brand product identity designed by independent creative partnership Brandon. The new frozen range will include pizzas, Italian breads and ready meals.

Recent data released by Kantar (April 2023) shows a growing popularity of frozen meals including Frozen Pizza (up 2.6%). The frozen category has become much more approachable as consumers recognise that frozen food can still offer high quality products and supports a different need state to more planned chilled consumption. With shoppers now buying pizzas and meals across both the chilled and frozen aisles.

“Pizza Express is such a ubiquitous Great British brand that people are expecting to see us in the frozen aisle. Extending from our core chilled to new and exciting frozen range made a whole lot of sense. Shoppers through and post-Covid have seen the frozen aisle in a different light and its recruited a new audience into the aisle, so we are keen to unlock the opportunity and further democratise the brand. Brandon’s new frozen identity plays into the heart of the sense of fun and play that people associate with the restaurant experience.”, says Richard Mills, Grocery Director at Pizza Express.

Brandon’s frozen identity for the brand is built on Pizza Express’s ‘Let it be Flair’ creative growth platform. So it worked in perfect harmony with the creative flair that people associate with the brand. The new frozen identity expresses the care, artistry and craft that goes into each product, with a new white range colour that echoes the brands iconic restaurant marble tabletops. Typography then dances with energy and a sense of ‘pizzazz’. The flying product intrinsic ingredients working in tandem with the typography for a bold and exciting expression of the brand. One that stands out from the crowd and that only Pizza Express has the license to do.

“The semiotic codes in the frozen aisle are somewhat redundant and dated, a pizza photographed in a hundred and one different ways. The nation hold Pizza Express with such high esteem, love & admiration. So our job was to build out from our new masterbrand identity and leveraging the brand’s iconic filigree pattern, but to then inject the creative flair that people associate from the restaurants and the frozen meal occasion. Which we see expressed in the brand’s close ties to jazz music, fashion and popular culture. It makes for a bold new entrance onto the frozen aisle” says Joe Bembridge, Design Director at Brandon.

All new products will roll out across the UK from the start of November.