Creative and instantly recognizable pizza packaging designed for Domino’s looks like a blue and red Domino game piece.

In United Kingdom, Domino’s collaborated with Jones Knowles Ritchie to revitalize its pizza packaging and reinforce its brand identity.

Previous packaging had become cluttered with generic messaging, diluting the brand’s impact.

To restore clarity and distinction, the London-based firm reimagined pizza boxes with a design that directly embodies Domino’s iconic logo.

Recognizing that 96% of Domino’s pizzas in the UK are purchased as pairs, the design leverages this consumer habit as a visual and functional element.

New pizza packaging consists of two distinct boxes, one red and one blue, when placed side by side, recreate the familiar Domino’s domino tile.

Design agency Jones Knowles Ritchie stripped away the clutter and brought Domino’s logo to life in a way customers literally hold in their hands.

Clever design elevates pizza packaging from a simple cardboard container to an engaging and memorable Domino’s brand experience.

Also check out: Innovative Pizza Box Design