Pizza Express: The Apron

Live Brief with Checkland Kindleysides

Bringing the tantalising performance that is professional cooking to the centre stage.

Core Principles:
A kitchen island at the centre of the restaurant
, surrounded by raised seating, creates an experience driven dining atmosphere (inspired by live performance) that lets customers marvel over the magic of cooking.

A fully customisable menu means that everyone feels special when they eat here. Whether your a pine nut health guru or traditional meat feaster you have all the freedom you need to eat your dream pizza.

Why The Apron?
Obviously the apron links to cooking.
But, more importantly it also has meaning in the world of theatre and live performance: “The Apron is a strip of stage that projects into the audience or seating area for playing scenes in front of the curtain”.

︎︎︎ Branding
︎︎︎ UX/UI Design

︎︎︎ Strategy
︎︎︎ Motion Design
︎︎︎ Brand Identity

Front of the House:
The Logo

The lines used come directly from the shape of an apron stage. It’s commonplace for this area of the stage to curve outwards towards the audience. This slick curve informed are visual treatment of the rebrand.

UK & India