One of the major challenges surrounding this box was that we had to find a way to accurately tell the full story of how Domino's Handmade Pan Pizza came to be in a fun, easy-to-digest manner within a relatively small space. Domino's dedication to brand transparency, quality food, and passionate service defines their brand and what they provide. Our objective was to not only make this box unique, but also give the brand and the product the credit it truly deserves.

The all-black box reinforces that Domino’s pan pizza is baked in a pan while setting it apart from Domino’s other pizzas, which come in a white box with red and blue graphics. The fun factoids that cover the box work to convey the unique qualities and premium nature of the pan pizza.

Over 5 million boxes were distributed nationwide for the campaign launch, and the design was well received by both customers and design enthusiasts alike. Creativity Online called this "…a sophisticated package for a more sophisticated pizza" and the design also received accolades from The Huffington Post and other reputable blog sites. Because the new packaging was so well liked by consumers, Domino's has since decided to keep the once limited-time-only box a permanent in-market fixture until further notice.