Domino’s bold new box design by JKR plays to our takeaway greed

13 April 2016
Reading Time
1 minute read

Domino’s box design by JKR

Branding agency Jones Knowles Ritchie has created a new box design for pizza purveyors Domino’s that goes large with its logo, and is designed around its combo deal. Astoundingly, JKR discovered 96% of all Domino’s pizzas sold in the UK are sold as a pair, so played on this when designing the boxes, one red and one blue, based on the company’s logo.

According to JKR, the brief was to make the design “shareable” on social media, and instantly recognisable, so the design has been stripped back to basics. “Its boxes had become cluttered with generic messaging and the brand mark had a small presence,” says Lee Rolston, global strategy director at JKR. “We needed to amplify and celebrate what made it different and charismatic [so] created a bold, simple design which makes the logo the hero, and issues an open invitation to consumers to play and share.”


JKR: Domino’s box design


JKR: Domino’s box design


JKR: Domino’s box design, before and after

Share Article

Further Info

About the Author

Jenny Brewer

Jenny joined the editorial team as It’s Nice That’s first news editor in April 2016. Having studied 3D Design, she has spent the last ten years working in design journalism. Contact her with news stories relating to the creative industries on

It's Nice That Newsletters

Fancy a bit of It's Nice That in your inbox? Sign up to our newsletters and we'll keep you in the loop with everything good going on in the creative world.