Case Study: PizzaExpress reestablishes its national icon status with Mother Design

PizzaExpress grows The PizzaExpress Club to 2 million members with Mother Design

PizzaExpress, a long-established UK restaurant chain, faced increased competition and needed to reestablish its position as a national icon. The company enlisted Mother Design to help reclaim its value by honing in on its unique heritage and nostalgic characteristics.

Mother Design developed a new brand strategy and identity centered on the rallying cry "Let there be Flair," which celebrated the brand's Soho spirit and jazz club roots. The solution included a new logo, art direction, tone of voice, and a comprehensive refresh of the brand experience. This effort led to significant measurable impact, with the PizzaExpress Club growing to two million members and 45 million items sold through an expansion into supermarkets.

PizzaExpress