New pizza boxes for Dominos Pizza
A beautiful piece of new packaging design by Jones Knowles Richie for Domino's pizza. A great example of literal branding right in the hands of the consumer: who needs an ad or a clever bit of content when a smartly branded box is delivered right to your door. Bold, graphically satisfying and instantly recognisable, the design is based on research that suggested 96% of UK pizza's were ordered in pairs (due to numerous combo deals), making up the full 'domino' piece. While the simplicity of the design makes me very happy from a semiotic perspective, I want Dominos to go further to really make the most of this innovation. Take away pizza occasions tend to be social and informal. Pizza is no-cutlery, hands-in (rather than on) 'family' (in the traditional or more modern 'squad' sense) food. It's playful and relaxed. Dominos Uk sponsors the Teenage Cancer Trust and runs a social campaign around The Chompian's League connected to European Champian's League football (pizza + the big game as an obvious match).
Takeaway pizza is about getting stuck in which is exactly what the brand should do now: I want branded bright red/blue dominoes sets to be won (or given away with random pizza orders). I want a Lucky double 6 combo to give me Chompian's League Final tickets. I want photos post of giant garden dominos games. I want a giff of combo-packs stacked and ready to fall in unison. I want drinking/eating game competitions invented. I want to be able to make my own set of normal scale dominos from box side-strips. There is so much potential here make spot-on design build brand momentum. Hopefully this is just the beginning...