Domino's U.K. Pizza Boxes Now Resemble Its Logo

Redesign Features Red and Blue Boxes That Come as a Pair

Published on

Editor's Pick

Domino's has revamped its U.K. packaging to match its brand name and logo, with a domino-shaped pair of boxes that come in blue and red.

Agency Jones Knowles Ritchie was charged with the redesign, and while researching the brand, discovered that 96% of all Domino's pizzas sold in the U.K. are sold as a pair, due to the numerous "two for one" and combo deals. The agency transformed the logo into the pack itself, creating a blue and a red box to be delivered as a pair.

Creative Director Sean Thomas added in a statement: "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."

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now

About

Credits
Date
Apr 13, 2016
Client:
Domino's
Design Agency:
Jones Knowles Ritchie
Tags
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age