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PizzaExpress Leggera

Creative Agency: Bulletproof
Project Type: Produced, Commercial Work
Client: PizzaExpress
Location: London, UK

PizzaExpress has launched a retail version of its popular Leggera restaurant range of ‘healthier’ pizzas, with fresh and contemporary packaging design by the London office of strategic brand and packaging design agency Bulletproof. Following their successful work on the redesign of the PizzaExpress ‘At Home’ retail packaging in 2016, Bulletproof were appointed to the project in September 2016.

Launched to complement the current PizzaExpress chilled retail pizza range and the restaurant offering, the new ‘healthier/better for you’ positioned Leggera range features three pizzas: Chicken & vegetable, prawn & broccoli, and squash, kale & goats cheese variants. Aimed at lighter meal occasions and portioned for one person, the pizzas are made with a multigrain base and contain around 400kcal.

Bulletproof comments: “A healthier/better for you range shouldn’t mean a taste sacrifice. The new PizzaExpress range signposts the lighter, healthier proposition, while ensuring it still feels part of the PizzaExpress family. A fresh green range colour complements the rich, vibrant, healthier ingredients."

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