“Over the years, Domino’s packaging had become overloaded with generic messaging that had little impact on consumers. Our task was to make Domino’s the definitive article once more by redesigning its UK delivery boxes. Knowing that 96 percent of all Domino’s pizzas are sold in pairs, we made the brand’s iconic red-and-blue domino logo pivotal to the design, using the brand’s pizza combo deal as a canvas to bring it to life. The result was one red box and one blue box—a bold, brave and simple packaging design.”
