Over the years, Domino’s packaging had become overloaded with generic messaging which had little impact on consumers, so design firm jones knowles ritchie was tasked with making Domino’s the definitive article once more by redesigning its delivery boxes in the United Kingdom. Knowing that 96 percent of all Domino’s pizzas are sold in pairs, the London-based design firm made the brand’s iconic red and blue domino logo pivotal to the design. By using Domino’s pizza combo deal as a canvas, jones knowles ritchie brought the logo to life with one red box and one blue box. The result—a bold, brave and simple packaging design—openly invited United Kingdom’s pizza lovers to share, play and eat.
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