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Brief Published: 16 Jan 2013

Domino’s Repackages Pizza


US pizza chain Domino’s has partnered with international advertising agency CP+B to redesign a takeaway box in honour of its new Handmade Pan Pizza range. The design emphasises the brand’s renewed focus on traditional, hand-made preparation techniques and takes aim at competitors for using less labour-intensive methods.

The new boxes have exchanged the brand’s usual primary colours for black (inspired by the cast iron pan the pizza crust is baked in) and white. Retro, chalkboard-style text touts the pizza’s original qualities – a crust recipe “crafted by genuine human hands” that was apparently “three years in the making”. The text even indirectly shames other pizza chains that use frozen crusts for their pizzas.

The repackaging is part of an ongoing effort by Domino’s to reintroduce itself as an exceptional, artisan-inspired pizza maker, moving it closer towards the gourmet fast-food market. The brand launched a simplified logo last year with a strong link to brand heritage. Both its website and pizza boxes were redesigned to include 1960s-style typography, referencing the decade in which the brand was born.

Renewed interest in simplified labels and vintage-style graphics continues to grow in the realm of packaging design, while a fresh appreciation for heritage-infused goods and durable materials is developing in retail. Stylus explores these themes in our reports: Austerity-Era Branding, Vintage Packaging and The New Americana.

For more information on the fast-food scene, see Future Fast Food.