2016 Diamond - Best of Show, Domino's by Jones Knowles Ritchie
Over the years, Domino’s pizza packaging had become overloaded with generic information that had lost impact with consumers, while the brand mark had become relegated to a small endorsement. Redesigning its delivery boxes in the UK enabled 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 percent 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 was an open invitation for sharing that said don’t order a pizza, order Domino’s.