ABOUT
Losing the generic
Over the years, Domino’s packaging had become overloaded with generic messaging that had little impact with consumers, and the brand mark had become relegated to a small endorsement on pack. Our task was to make Domino’s the definitive article once more by redesigning its delivery boxes in the UK.
Simple and definitive
We wanted to celebrate Domino’s distinctive and unique brand character by making it bold, simple and charismatic. We started by removing all the generic category communication from the boxes, focusing only on what Domino’s owned: its once iconic red and blue domino logo.
The Domino effect
Knowing that 96% of all Domino’s pizzas are sold in pairs, we decided to make the brand’s logo pivotal to the design, and used the brand’s pizza combo deal as a canvas to bring it to life – one red box, one blue box. The result was bold, brave and simple packaging design. An open invitation for sharing and play.
AWARDS
Clios - Gold
PentAward - Diamond
MADEIT CREDITS
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Domino’s United KingdomClient
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Jones Knowles Ritchie -
Matt ParkesGlobal Marketing Director
Back to The Domino Effect project
Jhonny Muncher
CEO, mickie doonalds
Uzbekistan
Steve The Creative
Senior Art Director, N2O Limited
United Kingdom
Twist or Stick
United Kingdom
Patricia
Art Director, Creative & Graphic Designer, Freelance
United Kingdom
Sergey Ponomarev
Designer, SPN Ogilvy
Russia
ROKOS
United Kingdom
Kerrie Louise Design
Freelance graphic designer
United Kingdom
Ilija Vujovic
Co-Founder
Serbia (Republic of)
Shimon Drory
Artist, Shimon Drory Art Gallery
Israel
Martin Lewandowski
Digital Designer, Nzime
United Kingdom