Logo recycling. 45 years in the making.
Domino’s revamped its logo, removing the word “PIZZA” to broaden its menu offerings and demonstrate its versatility beyond making great pizza. The old branding, signage, and out-of-home vinyl were repurposed by up-cycling artists to create new masterpieces using the old logos’ materials. The rebranding began with a new logo and evolved into a custom brand font, new packaging, a site launch, build-your-own pizza features, and numerous other initiatives that transformed the brand beyond being just a pizza brand. Once the new brand was launched and stores were rebranded, Domino’s introduced “Second Hand Logos,” inviting up-cycling artists to repurpose products, signage, packaging, and even old logos into unique pieces for sale on Etsy. This initiative not only increased brand exposure but also highlighted the brand’s efforts to recycle the old brand as it transitioned into the new.
DOMINO’S PIZZA REFRESH
Domino’s revolutionized pizza delivery over the past 50y ears and has proved itself to be a brand that cares about the quality of their pizza. A tech company disguised as a pizza company, evolving the way we think about foodservice and handcrafted quality. It was time to re fresh their look & feel to reflect Domino’s evolution. We revamped the
Pizza Proverbs
Package redesign featuring a series of twelve ‘pizza proverbs’ highlighting the wisdom Domino’s has learned from all their years of baking pizzas. We took a pizza box with a logo on it, and turned it into millions of fun and informative engagements with the brand. This grew into a User-Generated initiative and contest asking inviting customers to share their own words of pizza wisdom at PizzaProverbs.com. Their insights were then featured with custom illustrations on millions more boxes and delivered to homes all over the US.
Artisanal cardboard
