A Bold Debut for PizzaExpress in Beijing.
Created for the launch of the very first PizzaExpress in Beijing, this bilingual menu set the tone for the brand’s entry into the Chinese market. The design merges a contemporary graphic structure with the warmth of artisanal Italian cuisine, using a striking grid layout that balances vibrant food photography with clean, bilingual typography. Each section is thoughtfully organized in both English and Chinese, ensuring accessibility while maintaining a refined, editorial aesthetic. Signature design elements such as crisp imagery, custom icons, and fresh color blocks reinforce the brand’s values of craft, freshness, and global-local fusion. A key visual touch—the use of horizontal black-and-white stripes—serves as a recognizable PizzaExpress brand staple, subtly anchoring the layout in the company’s established identity. As a launch piece, the menu was crafted to be both functional and memorable, welcoming Beijing diners to a new dining experience that is as visually engaging as it is flavorful.
