Everyone is familiar with the Domino’s packaging style from the brand turnaround in 2009 - intricate wood-cut illustration with robust typography that covers the entire box. Over time, that style got diluted to the point of not being recognizable anymore. The craft of the style was lost, and the packaging began to start looking like it had one foot in that iconic style, and the other attempting to step into something more simple. Those being two very different goals, the box felt out of place and unrepresentative of the brand.
We took on the challenge of establishing a new look for the box - one that paid homage to the highly illustrative look of the past, but aimed to simplify and create a clear sense of hierarchy. The core message we worked around in this iteration was that pizza boxes are, in fact, recyclable (for the most part).
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I took the lead on establishing the new look, which included vintage-inspired typography and illustration which I did myself across the full sweep of packaging. I worked with Copywriter Andrew Bridgers on all the boxes, but wrote a handful of lines myself.