When it comes to food that pleases everyone, pizza is the answer. And that’s made Pizza Express a UK dining institution since they first opened their doors in 1965. Problem is, that “everyone” who loves pizza, looks and lives a lot differently than they did fifty years ago. And Pizza Express, well, they looked pretty much the same. Which means they were losing the key demographic of… everyone. So, we decided to change that by reinventing Pizza Express with a new identity that is bold, fresh and Expressly for Everyone.