Domino's new pizza delivery boxes: when logo and packaging become one

Domino's has undergone quite a few changes over the years, but this new redesign is truly something you’ve never seen before. Designed by Jones Knowles Ritchie, the brand is taken back to its roots with its logo as the focal point on all their pizza boxes. The boxes have been stripped down to a solid red or blue, eliminating all unnecessary information, and putting those two colours together, they resemble a domino.

“Jones Knowles Ritchie (JKR) was briefed by Domino’s to create a fresh design for its pizza boxes that would increase consumers’ engagement and make an instant, recognizable and shareable impact from the moment they arrived on the doorstep.”– says Lee Rolston, Global Strategy Director at JKR.

Over the years, Domino's packaging had been overloaded with generic messaging that had little impact on consumers, and the brand mark had become relegated to a small endorsement on the pack. Domino’s wanted to celebrate its distinctive and unique brand character, so they started by removing all the generic category communication from the boxes, focusing only on what they owned: its iconic red and blue domino logo.

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, JKR transformed the logo into the pack itself, creating a blue and a red box to be delivered as a pair. The result was a bold, brave and simple packaging design. An open invitation for sharing and playing.

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. 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.”

Now you would only have to glue together the sides and put all different numbers onto the top, and you could play a giant game of Domino's out on the lawn!

Sources: - www.thedieline.com

             - www.adweek.com

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Written by

Alessandra Ruggeri