The PizzaExpress Brand Packaging Creates a Unified Vision
Michael Hemsworth — May 6, 2016 — Business
References: wearebulletproof & packagingoftheworld
Created to help the brand's retail products correlate more closely to the restaurant, the PizzaExpress brand packaging focuses on bold aesthetics and artisanal qualities.
Established brands that offer offshoot products in retail locations are often faced with a question: should the packaging reflect the master brand identity or be an entirely different vertical? The approach taken with the PizzaExpress packaging focuses on adopting the same boldness that the restaurant is known for and catching eyes with color, typography and quality goods.
The PizzaExpress brand packaging is the work of design Agency Bulletproof who said, "We wanted to approach the redesign from a completely fresh and revolutionary angle and make the most of the iconic assets that PizzaExpress had. We decided to take the PizzaExpress branding and use it in an unapologetic, heroic way. We introduced bold, handwritten typography for added authenticity, which also serves to achieve clear navigation across the range."
Established brands that offer offshoot products in retail locations are often faced with a question: should the packaging reflect the master brand identity or be an entirely different vertical? The approach taken with the PizzaExpress packaging focuses on adopting the same boldness that the restaurant is known for and catching eyes with color, typography and quality goods.
The PizzaExpress brand packaging is the work of design Agency Bulletproof who said, "We wanted to approach the redesign from a completely fresh and revolutionary angle and make the most of the iconic assets that PizzaExpress had. We decided to take the PizzaExpress branding and use it in an unapologetic, heroic way. We introduced bold, handwritten typography for added authenticity, which also serves to achieve clear navigation across the range."
Trend Themes
1. Bold Aesthetics - Opportunity for brands to adopt bold and eye-catching aesthetics in their packaging, reflecting their overall brand identity.
2. Artisanal Qualities - Growing demand for packaging that highlights artisanal qualities, emphasizing craftsmanship and quality goods.
3. Clear Navigation - Importance of clear navigation in packaging design, using typography and visual cues to guide consumers across product ranges.
Industry Implications
1. Food Packaging - Disruptive innovation opportunities for food packaging companies to incorporate bold aesthetics and artisanal qualities that reflect the restaurant experience.
2. Retail Brands - Opportunity for retail brands to create unified visual identities across their product lines, using packaging design to reinforce their brand image.
3. Design Agencies - Design agencies can leverage the demand for clear navigation and bold packaging design to help brands create impactful and cohesive packaging solutions.
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