JKR redesigns Domino’s packaging to highlight two-pizza deals

JKR says that when it was researching the brand it discovered that 96% of all Domino’s pizzas sold in the UK are sold as a pair.

jkr - Domino's 1

JKR has created new packaging for pizza giant Domino’s, making the brand’s red and blue domino logo central to the design and highlighting the brand’s combo two pizza deal.

The consultancy says that while it was researching the brand, it discovered that 96% of all Domino’s pizzas sold in the UK are sold as a pair, due to the numerous two-for-one and combo deals on offer.

JKR says it was briefed by Domino’s to create “a fresh design for its pizza boxes that would increase consumer engagement and make an instant, recognisable and shareable impact from the moment they arrived on the doorstep”.


JKR’s new packaging takes its cue from the Domino’s logo, which was redesigned in 2012 and created by Crispin, Porter and Bogusky.

All generic category information has been removed from the boxes, and the packs now only feature limited product information on the side of each box.

JKR says high quality ink was also used on the boxes to ensure heat from the pizzas didn’t affect the design or the box, and the boxes are all 100% recyclable.

Packaging before and after
Packaging before and after

Lee Rolston, global strategy director at JKR, says: “Domino’s is the biggest pizza chain in the world, but after decades of local market interpretations of the pack design, its boxes had become cluttered with generic messaging and the brand mark had a small presence on its boxes.”

He adds: “We took cues from Domino’s catchy name, distinctive logo and sense of fun, and created a bold, simple design which makes the logo the hero, and issues an open invitation to consumers to play and share.”

jkr - Domino's 3jkr - Domino's 2

Discover more:

• Domino’s Pizza launches new global identity

• Domino’s rolls out new identity to the UK

Hide Comments (4)Show Comments (4)
  • Aaron Shaw April 13, 2016 at 11:01 am

    Simple, bold, confident, playful. Great job!

  • George Kay April 13, 2016 at 12:15 pm

    Looks great! I like the logo so carrying that across to the packaging in such a confident way really works and it’s almost a no brainer to do it this way (not discrediting the work). Simplicity at its best.

  • phil carter April 14, 2016 at 2:45 pm

    how good to see a piece of packaging that needs absolutely no explanation whatsoever, much as consumers will come into contact with it…bold, distinctive and a brilliant insight to base the new design on. One of those ‘wish I’d done that’ projects that restores my faith in our industry….brave client, brave work, bravo!

  • Adam Knights April 18, 2016 at 9:05 am

    Simple and brilliant idea. But can’t help wondering how cheap this is on the printing front though, that’s a lot of ink!

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