![]() Now, by embracing the principles of bold, minimal design, JKR has made Domino's pizzas a bit more appetizing-inside and out. boxes had become cluttered with generic messaging." That's true of other chains' pizza boxes, too. As Lee Rolston, Global Strategy Director at JKR, put it in a press release: “Domino’s. The new Domino's design doesn't depart from the traditional corner-cut design, but its graphics stand out from the pack. Branding agency Jones Knowles Ritchie has rightfully taken notice, and created a new design scheme for Domino's Pizza boxes, based on its clever. The world of pizza box design is surprisingly vast-in the past, we've even talked to a bonafide "pizza box expert" about the innovations surrounding the construction of pizza delivery vessels. By any standard of logo design, it's a success. (The new pizza box design is only launching in the UK.) This stratagem really only makes sense when you have two boxes that, together, form one domino, but that's not a problem: JKR did some research and learned that, in the United Kingdom, 96 percent of the pizzas Domino’s sells are sold as a pair, thanks to the pizza chain's propensity for offering two-for-one combo deals. ![]() Now, each pizza box is a solid color, with one or a couple of pip-dots on it. By any standard of logo design, it's a success.īranding agency Jones Knowles Ritchie has rightfully taken notice, and created a new design scheme for Domino's Pizza boxes, based on its clever logo. It's simultaneously simple and instantly evocative of the food delivery chain. One half is red, and has one pip, and the other half is blue and has two pips. The new logo will appear in Domino’s marketing materials beginning in October.I've never noticed this before, but Domino's Pizza has a nice logo. “The best way to signal that there’s something new on the inside is to create something new on the outside,” Weiner says. The company will also only allow existing stores that have undergone major updates and remodeling to use the new logo signage. and a number of countries around the world will feature the new logo and key components of the new design. “We’d like to reach the point where we’re as recognized as the Nike Swoosh or the Golden Arches.”Īll new stores built in the U.S. “The next step in this process is to build the store of the future, featuring new store signage and a simple, visually striking logo, because we believe Domino’s has become an iconic global brand that is instantly recognizable,” Weiner continues. We began to interact with customers in innovative ways through technology, mobile devices, and social media. “We began to expand our menu, develop a whole new recipe for our pizza, and come up with new, breakthrough ways to talk about our brand with consumers. “Everything started to come together in 2008, when we recognized the real need to change,” says Russell Weiner, Domino’s Pizza chief marketing officer. The design concept is complemented by a new, single-tile logo, marking a significant change in the branding of the 52-year-old company. Nearly a dozen of these concept stores have been built throughout the U.S., from Las Vegas to Gulfport, Mississippi, so far this year. Some stores may feature a number of “grab-and-go” items, from salads and milk to cookies and mini dessert parfaits, in-store dining, and big screen televisions. The stores will also feature chalkboards to allow customers to express their creativity or to leave feedback for the store team members. Some features include a comfortable lobby open-area viewing of the food preparation process, including a step platform for children to see the action and the ability to order from a kiosk and track carryout orders electronically. Domino’s Pizza announced plans to bring the art and skill of pizza-making front and center with the release of its new ‘Pizza Theater’ store design.Īfter years of development and concept testing, the Domino’s Pizza store of the future will have its pizza-making artists on display as they hand-toss fresh dough and custom-make customers’ orders.ĭepending on square footage availability, the new store design allows flexibility for a number of features otherwise unheard of when it comes to the “traditional” Domino’s Pizza store.
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