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.