Pizza delivery company Domino’s has introduced a new pizza box that makes the brand’s domino logo pivotal to the pack’s design.
The new look, from brand agency Jones Knowles Ritchie (JKR), features one red box and one blue box that can be pushed together to form a physical version of Domino’s logo. The concept emerged from the fact that 96% of all Domino’s pizzas sold in the UK are sold as pair due to the numerous “two for one” and combination deals that Domino’s offers, so JKR designed two boxes that can pair together to form a single design.
The agency had been briefed by Domino’s to create a “fresh design” 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 for JKR, said: “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.”
JKR creative director Sean Thomas added: “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. They now feature only 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, JKR said.
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