Domino’s
In 2012, while working at CPB Group, I was brought in to help refine and enhance the visual identity of Domino’s packaging, specifically focusing on box designs. As the lead Production Artist, my main responsibility was to rebuild illustrations and typography so that they fit cohesively and effectively within the new packaging layout. This work aimed to elevate the brand’s packaging and bring a fresh, contemporary feel while staying true to Domino’s recognizable identity.
Illustration:
Roger Xavier
Identity
- Illustration (partial)
Experience
- Packaging Production Design
- Retouching
“The design centers around the pizza-makers commitment to transparency, by exposing a “dirty little secret” of the pizza business: Most of the pan pizzas that people are eating are made with frozen dough. Domino’s, however, uses fresh dough that’s never frozen. To highlight this, CP+B created a nearly all-black box (loaded with fun facts) as a visual reminder that the pizza inside is handmade and baked in a pan”
- Communication Arts
