Title	THE DOMINO EFFECT
Brand	DOMINO'S PIZZA GROUP
Product/Service	TAKEAWAY PIZZA
Category	G03. Logo Design
Entrant	JONES KNOWLES RITCHIE London, UNITED KINGDOM
Idea Creation	JONES KNOWLES RITCHIE London, UNITED KINGDOM

Name	Company	Position
Ian Ritchie	jones knowles ritchie	Global Executive Creative Director
Sean Thomas	jones knowles ritchie	Creative Director
Brett Stabler	jones knowles ritchie	Design Director
Luke Thompson	jones knowles ritchie	Designer
Lee Rolston	jones knowles ritchie	Strategy Director
Leonie Payne	jones knowles ritchie	Account Director
Rory McNicol	jones knowles ritchie	Visualiser
Darren Beer	jones knowles ritchie	Realisation Designer
Christie Nelson	jones knowles ritchie	Production Director
Matt Parkes	jones knowles ritchie	Global Marketing Director
Amy Maw	jones knowles ritchie	Marketing Manager

The Campaign

Our creative goal was to reinforce the brand’s distinctiveness and make people feel proud about their choice of Domino’s over a competitor pizza. In fact, we didn’t want them to order a pizza at all – we wanted them to order a Domino’s. The idea was to make Domino’s the definitive article – to put it in a category of one by making it bold, simple and charismatic. We wanted to give Domino’s its swagger back and create an iconic box that was instantly recognisable and could act as a canvas for brand storytelling using an ownable design language. In other words, engage, excite and educate consumers. Our creative answer came from the brand name itself – a truly unique gift for Domino’s and a rich foundation for design.

Creative Execution

To stand out, be chosen and remembered, Domino’s needed to celebrate what made it unique, not what made it the same. We started by removing all the generic category communication, focusing only on what Domino’s owned: its once iconic red and blue domino logo. With pizza being a catalyst to sharing occasions, we took inspiration from Domino’s pizza combo deal and used it as a canvas for the visual expression of the domino – one red box, one blue box. Thus, the iconic Domino’s logo became the pack itself and a tangible expression of people coming together over pizza. Design that is bold, simple and an invitation to play and share. With its visual essence distilled into its essential, distinctive components, the brand was able to make an impact on the doorstep and demonstrate that it's the only choice when it comes to pizza. Don’t order a pizza. Order Domino’s.

Indication of how successful the outcome was in the market

Having only just launched into the UK market, it’s too early to measure the impact of the new campaign. However, in an operational trial, Domino’s received fantastic feedback from both store teams, Franchisees and customers all of whom loved the new box. Some stores have even had a few requests from customers for empty boxes that they could keep as they liked them so much!

We discovered that 96% of all UK Domino’s pizzas are sold in pairs. Furthermore, there is an inherent sense of social play within the brand, from the occasions it’s consumed (e.g. family time, friends playing games, spontaneous meal moments) to how it’s shared. For Domino’s, this was the perfect insight to tap into and own in a distinctive manner. We identified two elements that became the foundation for our design idea. Firstly, the domino word in the brand name, an immediate visual trigger and a true gift for design, referring to something that is made of two parts. Secondly, knowing that people order their pizza in pairs, together with the combo meal deal from the brand created a strong link to the social and sharing element of the pizza eating experience. This recurrence of duality across different aspects of the brand has become the pivotal point to our design solution.