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.
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."