Our creative goal was to reinforce the brand’s distinctiveness and make people feel proud about their choice of Domino’s over a competitor pizza. In fact, we didn’t want them to order a pizza at all – we wanted them to order a Domino’s. The idea was to make Domino’s the definitive article – to put it in a category of one by making it bold, simple and charismatic.

We wanted to give Domino’s its swagger back and create an iconic box that was instantly recognisable and could act as a canvas for brand storytelling using an ownable design language. In other words, engage, excite and educate consumers.

Our creative answer came from the brand name itself – a truly unique gift for Domino’s and a rich foundation for design.

To stand out, be chosen and remembered, Domino’s needed to celebrate what made it unique, not what made it the same. We started by removing all the generic category communication, focusing only on what Domino’s owned: its once iconic red and blue domino logo. With pizza being a catalyst to sharing occasions, we took inspiration from Domino’s pizza combo deal and used it as a canvas for the visual expression of the domino – one red box, one blue box. Thus, the iconic Domino’s logo became the pack itself and a tangible expression of people coming together over pizza. Design that is bold, simple and an invitation to play and share.

With its visual essence distilled into its essential, distinctive components, the brand was able to make an impact on the doorstep and demonstrate that it is the only choice when it comes to pizza.

Don’t order a pizza. Order Domino’s.

Having only just launched into the UK market, it’s too early to measure the impact of the new campaign. However, in an operational trial, Domino’s received fantastic feedback from both store teams, franchisees and customers all of whom loved the new box. Some stores have even had requests from consumers for empty boxes that they could keep as they liked them so much!