Dough Balls, Sloppy Giuseppe, or perhaps the one with the egg on? Everyone has their favourite from PizzaExpress. A proudly ‘Britalian’ institution since 1965, the brand brought proper pizza to high streets—from Soho to Singapore. But, with dining becoming more competitive than ever, the pizzeria needed to remind the public who ‘everyone’s favourite’ really was, and why.

Working collaboratively across the organisation, we transformed the entire brand experience. Reestablishing public perception of its value by honing in on the nostalgic, ever-identifiable characteristics of its restaurants— the marble tables and flaring dough, the striped-shirt service and art nouveau filigree—helping us to define their new rallying cry: ‘Let there be Flair’. A brand strategy and new identity tied to its first location’s ‘Soho Spirit’ and jazz club roots.