Domino’s New Pizza Delivery Boxes in the U.K. Are Just Bloody Awesome

Logo and packaging become one

Headshot of Tim Nudd

Here's a great bit of packaging design work from Jones Knowles Ritchie—pizza delivery boxes for Domino's that recreate the brand's logo across two boxes.

The design shop explains:

Over the years, Domino's packaging had been overloaded with generic messaging that had little impact on consumers, and the brand mark had become relegated to a small endorsement on pack. Our task was to make Domino's the definitive article once more by redesigning its delivery boxes in the U.K.

We wanted to celebrate Domino's distinctive and unique brand character by making it bold, simple and charismatic. We started by removing all the generic category communication from the boxes, focusing only on what Domino's owned: its once iconic red and blue domino logo.

Knowing that 96 percent of all Domino's pizzas are sold in pairs, we decided to make the brand's logo pivotal to the design with one red box, one blue box. The result was bold, brave and simple packaging design. An open invitation for sharing and play.

Now, they just need to Velcro the sides and put all different numbers on the top—and you could play a giant game of Domino's out on the lawn.

Via The Dieline.

@nudd Tim Nudd is a former creative editor of Adweek.