FDBusiness.com

Domino’s unveils box design inspired by its logo

 Breaking News
  • UK Supermarkets are Struggling to Grow The latest grocery market share figures, published by Kantar, show year-on-year supermarket sales were flat during the 12 weeks to 11 August 2019 as the tough comparisons with 2018’s strong summer continue. The memory of last year still looms large for retailers and this summer’s comparatively poor weather, combined with low levels of like-for-like price [...]...
  • Tickets Still Available For 2019 Irish Food & Drink Business Awards Some tickets are still available for the 2019 Irish Food & Drink Business Awards presentation ceremony and gala dinner to be held at the Citywest Hotel in Dublin on the evening of Thursday, 5 September 2019. The winners of the 2019 Awards will be named at the event. The prestigious awards programme, which was first introduced [...]...
  • Nestlé UK Launches New On-trend Flavours Nestlé has introduced two new on-trend flavours to its much-loved Munchies brand in the UK and Ireland. Available in 101g sharing bags, new Munchies Chocolate Fudge Brownie and Munchies Cookie Dough are the first new Munchies products since 1996. The new flavours were created at Nestlé’s confectionery sites in York and Fawdon, Newcastle. Munchies Brand Manager [...]...
  • Dedicated Industry Forums Take on Packaging’s Hottest Topics Experts from major brands, such as Coca-Cola, Ella’s Kitchen and REN Clean Skincare, will take to the stage as part of the dedicated industry forums for the beauty, food and drink sectors at Packaging Innovations and Luxury Packaging London 2019. The show, which returns to Olympia on 11 & 12 September, will tackle the key subjects [...]...
  • Greene King Being Sold For £2.7 Billion CK Asset, which is one of the largest property developers in Hong Kong and an international investment group, has made a recommended £2.7 billion cash offer for Greene King, the UK’s leading integrated brewer and pub retailer operating over 2,700 pubs, restaurants and hotels across England, Wales and Scotland. Including debt, the enterprise value of [...]...

Domino’s unveils box design inspired by its logo

April 14
14:36 2016

dominos_pizza_boxPizza 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.

 

About Author

admin

admin

Related Articles

Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • September 11, 2019Packaging Innovations & Luxury Packaging London 2019
  • October 1, 2019PPMA Total Show
  • October 17, 2019Future Food-Tech
  • November 18, 2019Plastics Caps and Closures Conference 2019
AEC v1.0.4

Jobs: Food Packaging

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber

Subscribe Here



Advertisements