Over the years, Domino’s packaging had become overloaded with generic messaging that had little impact with consumers. Our task was to make Domino’s the definitive article once more by redesigning its delivery boxes in the UK. Knowing that 96% of all Domino’s pizzas are sold in pairs, we made the brand’s iconic red and blue domino logo pivotal to the design, and used the brand’s pizza combo deal as a canvas to bring it to life – one red box, one blue box. The result was bold, brave and simple packaging design. An open invitation for sharing and play.