How does the OG pizza refresh its meaning among the evolving youth ?
CLIENT
Domino’s India
ROLE
Director, Brand & Design
TYPE
Packaging Design, Brand Visual Language, Positioning Property
AGENCY
Elephant Design
CHALLENGE
The brand’s image, rooted in a different era, did not address this generation. Despite being synonymous with pizza in India, the current brand image of the company felt outdated. Additionally, the competition in the food delivery market had expanded beyond just pizzas and burgers. Our design team faced the task of revitalizing the brand's image and adapting to the evolving food scene.
STRATEGY
Recognizing Gen Z's preference for meaningful experiences, Domino's positioned itself as the choice for significant moments, not just meals. Central message: "It happens only with pizza," establishing emotional connections with life's memorable occasions.
To foster emotional connections, we transformed delivery boxes into storytelling canvases, fostering bonds over pizza slices.
DESIGN
Pizza is portrayed not just for taste, but as a catalyst for cherished moments. Embracing audacity, Domino's shifted from traditional drool inducing food shots to an illustrative style, capturing relevant moments subtly. The new avatar retained the global color guidelines while infusing a fresh local spirit.
Domino's emerged as a brand that celebrated customers' lives and moments.