MORE THAN JUST PIZZA: SETTING AN ENVIABLE, MODERN STANDARD FOR THE LOOK OF CONVENIENT FOOD.

In early 2011 after CP+B conceptually re-positioned the previously declining Domino’s Pizza, what started as design request for new window signage soon evolved into a full logo-redesign. Once a direction was chosen, every piece of branding was touched including Domino's.com, micro-sites, car toppers, retail graphics, end cards, uniforms, etc... and an international corporate identity system was defined.

Simultaneously I designed a new look and feel for Domino’s pizza boxes, around the concept of graphic storytelling. Typically considered nothing more than garbage, their user experience is exclusively about what’s inside. But from a messaging perspective, they are an overlooked  opportunity to generate irrational brand love through expressions of brand narrative, ethos, and education. Dubbed “The Menu Boxes,” the design needed to be highly functional and capable of featuring Domino’s full menu while also promoting partnerships, benefits, innovations, etc... The decision to build the boxes out of modular menu features allowed the content to shift and be updated, adding to the design’s longevity.