When the packaging and the brand are one. The Domino effect.
Don't order a pizza. Order Domino's.
Over the years, Domino’s pizza packaging had become overloaded with generic information which had lost impact with consumers, while the brand mark had become relegated to a small endorsement. Redesigning its delivery boxes in the UK would enable it to become the definitive article again, and this meant taking a bold and simple approach to replace the clutter on the boxes and focus instead only on the brand’s distinctive two-color logo. Since 96% of all Domino’s pizzas are sold in pairs, the brand’s pizza combo deal was used as the basis for the new design, with one red box and one blue. The result? An open invitation for sharing and fun, as if to say "don’t order a pizza, order Domino’s."
One thing is certain, looking at this tenth Diamond Pentaward and the nine others that have preceded it since 2007, we notice that each time the Pentawards international jury has crowned a packaging design that stands out for its simplicity. These 12 remarkable packaging design professionals and their President joined Mies van der Rohe and his motto "less is more" as well as Antoine de St Exupéry who wrote: "Perfection is achieved, not when there is nothing to add, but when there is nothing to withdraw."
These pizza boxes for home delivery are characterized by their absolute simplicity, distinctively representing the Domino's brand itself. A remarkable creativity in simplicity from the London agency Jones Knowles Ritchie.
In addition to the Diamond Pentaward trophy, Jones Knowles Ritchie received a copy of the Esko Suite 14 software worth €5,000, an amazing programme for design and visualization, specially created for high performance packaging.
www.pentawards.org
