“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.””
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Relevance: Solution/idea in relation to brand, product or service
Implementation: Attention, detailing and finishing of final solution
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