Best of 2016 No. 3 Print/OOH/Design: Domino's U.K. Pizza Boxes Now Resemble Its Logo

Redesign Features Red and Blue Boxes That Come as a Pair

By Alexandra Jardine. Published on Apr 13, 2016

Editor's Pick

Through New Year's, we'll be counting down the best work of the year in TV/Film/Branded Content, Print/Outdoor/Design and Interactive/Integrated (IX) as our picks of the day.

At No. 3 in our list of the year's best Print/OOH/Design ideas is Domino's revamping of its U.K. pizza boxes to resemble its brand logo. After market research showed that the majority of pizzas were sold as a pair, design agency Jones Knowles Ritchie transformed the logo into the pack itself, creating a blue and a red box to be delivered as a pair: a smart innovation that definitely reinforces the brand's distinctiveness.

Original post:

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."

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Apr 13, 2016
Design Agency:
Jones Knowles Ritchie

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