PizzaExpress was launched in 1965. In Wardour Street. And in chaos. His Italian oven was too big for the door. So he knocked down the wall. Oven in. Oven on. And so it began.Two years on, Peter had met Enzo Apicella. An amazing artist. A visionary designer. Two people with shared passions. For beautiful music, stunning design, unique experiences and exceptional food. Decades later, those passions still inspire us. Particularly when we shake things up. Because knowing where you come from is the best possible guide to where you should go next.
http://www.pizzaexpress.com/
The Name and Logo
This logo is beautifully designed, as in my head it represents the style of a pizza, yet looks visually pleasing. The typeface used for the name is simple, yet it includes funky additions, especially on the letter 'A'. This gives it style and it works really well with the illustration around the typeface. Like I said earlier, the illustration design reminds me of the style of a pizza, like the swirls are the different toppings. It is such a different, yet intriguing design, creating my mind to venture out into a spiral of creativity! This particular logo design inspires me to design interesting illustrations, catching the attention of the viewers and not letting go! The design doesn't offend any age or culture as it is a representation of a doodle, which is why is is so effective.
They changed the logo's colour theme to black and white instead of blue and white, making it look more professional, in my eyes. The typeface is a lot easier to read in the black font, and it does catch my eye a lot more, as the blue kind of faded away.
Packaging
I love the packaging, because it looks very professional. The glossy black finish gives it a silky feeling, making it instantly different and eye catching. Even though there are no bright colours, the black and white theme on a simple box catches the eye of their target market. There are a few bright colours, as backgrounds for the text, making it look eye catching for the younger audience.
The Website
This website links with the colour theme, making it look professional. The various typefaces used give it a funky feeling, along with the excellent photography. I love how the white stripes have lasted the whole length of the website page, linking it to the new logo design.
The Website Menu
The online menu has a very simple layout, with legible text and a simple colour theme. The colours aren't too much, and are all easy to read against the white space. The text is a legible point size and typeface, meaning that any age would be able to read the menu off the screen. The small amount of photographs means that there is more space for the text, which is the main point.
The Exterior
This is the exterior in the Leighton Buzzard restaurant. It looks quite murky, however this is because it used to be the old fire station. The architecture does look elegant, with the large windows and doors, however if it was cleaned up it would look so much more eye catching.
The Interior
I feel that the inside shows a lot more elegance, with the dark blue glasses and glossy white tables. This links with the blue and white logo, meaning they have a strong corporate identity, which is what I hope to achieve with my designs. The layout is simple, yet professional, with various styles of tables and low lighting. It is very structured, which is better in a way because the customers know what they are doing and where to go a lot easier.
Menu
This is the christmas menu, which is a lot different from the normal menu design. I am not keen on the christmas menu as it doesn't scream out excitement to me! The colours are related to the elegant side of christmas, linking very well to the theme of the company. This doesn't link well at all to the colour scheme or corporate identity of the company, making this very unrecognisable.
This menu was the first design, linking to the corporate identity. The layout is very simple, however there is no imagery making it very boring and uninviting. The point size is very small, making it harder to read for the older customers.
This menu design is a lot more eye catching and visually impressive. The colours are a lot bolder, meaning that the customer is drawn instantly. The type is wayy more easier to read, especially as the negative space is a lot more crisp. The point size has increased and gives the layout a new, much more professional feel.
This is the valentines menu, which I find cute and fun. The use of the pink typeface against the black background gives the design a romantic vibe, which is vital for a valentines themed design. The three colours work so well, it looks gorgeous. The various typefaces and text boxes make it fun to read off and eye catching, enough to want to book a table there.
Primary Research
I went to visit Pizza Express in Leighton Buzzard town centre. This helped me a lot to see how much room there was inside. Also I took a great deal into looking into the menu design, the layout, the typefaces used and the colour theme.
Menu design:
Outside the restaurant:
Napkin design:
I also went into Asda, looking at their cafe in the corner. I feel that it was ver basic and plain, so there wasn't much of a cosy atmosphere, which is what I want to be able to create within my own restaurant and the designs, including interior design. The cakes are shown in a professional fashion, which is a good idea because they are easy to view and recognise through glass. I would like my own restaurant to be shown in this way too.
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