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Graphic Thought Facility

Pizza Express – Concept Restaurants, 2010 (Identity), image 1
Pizza Express – Concept Restaurants, 2010 (Identity), image 2
Pizza Express – Concept Restaurants, 2010 (Identity), image 3
Pizza Express – Concept Restaurants, 2010 (Identity), image 4
Pizza Express – Concept Restaurants, 2010 (Identity), image 5
Pizza Express – Concept Restaurants, 2010 (Identity), image 6
Pizza Express – Concept Restaurants, 2010 (Identity), image 7
Pizza Express – Concept Restaurants, 2010 (Identity), image 8
Pizza Express – Concept Restaurants, 2010 (Identity), image 9
Pizza Express – Concept Restaurants, 2010 (Identity), image 10
Pizza Express – Concept Restaurants, 2010 (Identity), image 11
Pizza Express – Concept Restaurants, 2010 (Identity), image 12

Founded in 1968, PizzaExpress is a restaurant group that now has more than 400 restaurants across the UK. It invited GTF to work alongside Ab Rogers Design on experimental interior and branding concepts for its next generation of restaurants.

The three London test sites – called ‘Living Labs’ – provided a canvas to explore every detail of the brand’s graphic elements from the top down. The first step was to redraw the iconic roundel logo to recapture the strength and originality of the 1960s version. This then informed a redefinition of all other elements – including secondary typography, signage, menus, table presentation, crockery, photography and environmental art, decoration – creating an overall graphic palette that could be applied and rolled out by the in-house graphic team.

Campaign Frieze Art Fair 2012 campaign
Campaign Kvadrat Shapes
Campaign Shakespeare’s Globe Theatre 2003 season
Exhibition Somerset House Miles Aldridge: I Only Want You To Love Me
Exhibition Design Museum Kenneth Grange
Exhibition Science Museum Who am I? (2010)
Exhibition Art Institute of Chicago GTF: Resourceful Design
Identity Pizza Express Concept Restaurants
Identity Oki Nami Identity (2008)
Identity Le Printemps de Septembre à Toulouse Identity
Identity Design Museum Identity
Identity Frieze Art Fair Identity
Identity Habitat Identity
Packaging Herman Miller Formwork
Product Graphic Thought Facility MeBox
Publication Dior/Rizzoli Dior by Avedon
Publication Thames & Hudson The art of typewriting
Publication Modern Design Review Issues 1 and 2
Publication Gagosian Catalogues
Publication Charming Baker Lie Down I Think I Love You
Publication Thames & Hudson M to M of M/M (Paris)
Publication Bloomsbury Heston Blumenthal at Home
Publication Gagosian Crash: Homage to JG Ballard
Retail Vitra VitraHaus
Wayfinding Hult International Business School Wayfinding