Domino's Pizza: PIZZA PAN BOX

Credits & Description:

Advertiser: DOMINO'S
Agency: CP+B
Category: Core FMCG
Content Supervisor: Alex Guerri (CP+B)
Studio: Cathy Dickinson (CP+B)
Print Producer: Duane Burgess (CP+B)
Studio: Jeffrey Sloan (CP+B)
Content Manager: Meg Minkner (CP+B)
Designer: Melissa Ryner (CP+B)
Illustrator: Roger Xavier (CP+B)
Copywriter: Sean Smith (CP+B)
Chief Creative Officer: Rob Reilly (CP+B)
Associate Design Director/Designer: Scott Pridgen (CP+B)
VP/Creative Director: Dave Steinke (CP+B)
Associate Creative Director: Mike Danko (CP+B)
EVP/Executive Creative Director: Tony Calcao (CP+B)
VP/Executive Creative Director: Adam Chasnow (CP+B)
Traffic: Alex Blumfelder (CP+B)
Studio: Brent Erb (CP+B)
Account Director: Evan Russack (CP+B)
Content Management Supervisor: Tammie De Grasse-Cabrera (CP+B)
Creative Director: Tom Miller (CP+B)

Client Brief Or Objective
Domino's challenged us to create a box that would differentiate their new Handmade Pan Pizza from other pizzas on the menu. This product took 3 years to get the taste just right, so we sought to design a unique box solution that would reinforce that this pizza is premium and unlike anything you've tried before from Domino's.

Outcome
Over 5 million boxes were distributed nationwide for the campaign launch, and the design was well received by both customers and design enthusiasts alike. Creativity Online called this "…a sophisticated package for a more sophisticated pizza" and the design also received accolades from The Huffington Post and other reputable blog sites. Because the new packaging was so well liked by consumers, Domino's has since decided to keep the once limited-time-only box a permanent in-market fixture until further notice.

Implementation
The all-black box reinforces that Domino’s pan pizza is baked in a pan while setting it apart from Domino’s other pizzas, which come in a white box with red and blue graphics. The fun factoids that cover the box work to convey the unique qualities and premium nature of the pan pizza.

Brief Explanation
One of the major challenges surrounding this box was that we had to find a way to accurately tell the full story of how Domino's Handmade Pan Pizza came to be in a fun, easy-to-digest manner within a relatively small space. Domino's dedication to brand transparency, quality food, and passionate service defines their brand and what they provide. Our objective was to not only make this box unique, but also give the brand and the product the credit it truly deserves.