top of page
CELEBRATING IN STYLE
The Situation
PizzaExpress has been a high street icon for six delicious decades, serving up unforgettable pizzas since 1965. To mark its 60th anniversary, the brand wanted to serve up something special. Rekindling its collaboration with Meantime Brewing Company, they created a limited-edition celebratory beer as a toast to PizzaExpress’s legacy, in the form of a crisp, cold-fermented IPA.
The goal? To create a pack that blends the joy of pizza with the craft of beer in a way that feels festive, fresh, and unmistakably PizzaExpress.
The Solution
Our brief was to bring the Birthday Brew to life as a celebration in a can.
We drew on PizzaExpress’s distinctive visual language and the design codes of decadent celebration to create a beer that felt truly worthy of the milestone. Classic motifs of cake and candles have been reimagined through the iconic black-and-white stripes worn proudly by the Pizzaiolos. The cool blue palette evokes the crisp, refreshing profile of the cold-fermented IPA.
The pack strikes a deliberate balance between the industrial craft cues of Meantime and the heritage identity of PizzaExpress - blending the assets of both brands to create a can that feels crafted, celebratory, and like a true partnership.
Because celebrations, like pizza, are best when shared.
bottom of page