Domino’s unveils box design inspired by its logo
Pizza giant, Domino’s has introduced new pizza box that makes red and blue domino logo pivotal to the pack design. The new packaging, designed by branding design agency jones knowles ritchie (jkr), uses the brand’s combo two pizza deal as a canvas to bring the logo to life with one red box and one blue box.
jkr was briefed by Domino’s to create a fresh design for its pizza boxes that would increase consumer engagement and make an instant, recognisable and shareable impact from the moment they arrived on the doorstep.
Lee Rolston, Global Strategy Director at jkr, explains: “Domino’s is the biggest pizza chain in the world, but after decades of local market interpretations of the pack design, its boxes had become cluttered with generic messaging and the brand mark had a small presence on its boxes. To allow Domino’s to be noticed, chosen and remembered, we needed to amplify and celebrate what made it different and charismatic. We took cues from Domino’s catchy name, distinctive logo and sense of fun, and created a bold, simple design which makes the logo the hero, and issues an open invitation to consumers to play and share.”
While researching the brand, jkr discovered that 96% of all Domino’s pizzas sold in the UK are sold as a pair, due to the numerous ‘two for one’ and combo deals offered to consumers. Taking this knowledge and the visual trigger of the brand’s name as inspiration, jkr transformed the logo into the pack itself, creating a blue and a red box to be delivered as a pair.
Sean Thomas, Creative Director at jkr, adds: “Our creative goal was to reinforce the brand’s distinctiveness and make people feel proud about choosing Domino’s over a competitor pizza. The Domino’s logo is both charismatic and memorable, and we saw the perfect opportunity to translate this directly to the pack and make it a tangible expression of people coming together over pizza. The design makes an instant impact on the doorstep and means that consumers aren’t just ordering a pizza, they are ordering a Domino’s.”
All generic category information has been removed from the boxes, and the packs now only feature limited product information on the side of each box, detailing the quality of the pizza ingredients, such as 100% fresh mozzarella. High quality ink was also used on the boxes to ensure heat from the pizzas didn’t affect the design or the box, and the boxes are all 100% recyclable.
