Domino’s unveils box design inspired by its logo

 Breaking News
  • Building the Unilever of the Future Unilever has announced the next steps in its transformation into a simpler, more agile and more focused business. The changes are designed to further drive long-term performance and shareholder value, and build upon the company’s Connected 4 Growth programme. Unilever will simplify its corporate structure. This entails moving from two legal entities – Unilever NV and [...]...
  • Irish Whiskey Association Welcomes 14% Increase in Exports in 2017 Irish whiskey exports recorded a 14.2% increase in value in 2017, according to the Central Statistics Office’s (CSO) 2017 Trade Statistics report. Irish whiskey is exported to over 135 international markets. The category saw a 16.7% increase in exports to the US, its largest export market; a 15.7% increase in exports to Canada and 9.2% increase in [...]...
  • 1 in 5 Meals Eaten Out of Home as European Consumers Favour Service Over Home Cooking More flexible menus and an increase of meal occasions from breakfast and all day brunch through to dinner has led to a €4.1 billion increase in food service sales in 2017 to €335.9 billion according to a new report launched by IRI GIRA Foodservice. One in five meals (18% of all meals) are consumed outside the [...]...
  • Nestlé UK & Ireland Cuts More Than 60 Billion Calories in Just Three Years The amount of sugar in Nestlé’s UK and Irish products has been reduced by more than 2.6 billion teaspoons since 2015 thanks to an ongoing, intensive programme of innovation and reformulation. A report, issued by Nestlé, reveals that more than 60 billion calories have also been removed from Nestlé UK & Ireland’s portfolio in the [...]...
  • Müller Targets New Segments of UK Yogurt Category Müller UK & Ireland has announced two new yogurt products as it continues to develop, manufacture and market a new generation of branded yogurt and desserts products. The dairy company, which is the Official Yogurt of British Athletics*, has revealed Müller Quark Yogurt and Müller Corner Lactose Free*, with both products launching in March and May [...]...

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



Related Articles

Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • March 18, 2018ProWein
  • March 21, 2018World Olive Oil Exhibition
  • March 28, 2018FOOD INDUSTRY
  • April 4, 2018The leading event for the snack and food-on-the-go market
AEC v1.0.4

Jobs: Food Packaging

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber

Subscribe Here