PizzaExpress, Legends of Northern Italy
ProjectMenu concepts: Legends of Northern Italy
Detailseditorial, food, naming, recipes, tone_of_voicewww.pizzaexpress.com
A series of seasonal menu concepts as part of an ongoing strategy to bring out the unique values of this popular British pizza chain. Inspired by Italo Calvino's Italian Folktales, published in 1953, each menu featured a short story about food in Northern Italy. Communicating the brand's authentic connection to Italy's regional food traditions, the project also included naming a series of Northern Italian dishes and new food and wine descriptions. With London agency The Nest.