I worked on this fun little side project to re-invent the Domino’s branding for their pizza boxes!
I was inspired by retro/1950s era food packaging, dominated by warm red tones and expressive
typography. In saying that, I still wanted to maintain integral parts of the existing Dominos brand, such as the red and blue colours, and the Domino shape.

I initially typeset the logo in black text, and experimented with a couple of layouts and type weights before settling on the final layout.

The colour profile was kept relatively simple, with being largely derived from the existing branding of warm red and cerulean blue. I did opt for an off-white colour throughout to emphasise the vintage feel of the rebrand.

For the layout of the main image with the Domino blocks, I was largely inspired by Piet Mondrian’s “Broadway Boogie Woogie” painting (1942-3). I wanted to replicate the visual syncopation that Mondrian’s work conveyed, and a sense of playfulness in the final design.

After a few final tweaks, including adding in some quotation marks and modifying the wording of the slogan (and ordering some pizza for all-important research purposes), the design was completed!