“The best packaging is simple but distinctive: an instantly recognisable design, ideally with some memorable quirk or playful touch that sets it apart. Remove the label from a Coca-Cola or Heinz ketchup bottle, for example, and you'd still be able to identify the product. Design consultancy JKR's pizza boxes for Domino's are equally distinctive. The red and blue designs are bold, playful and just as eye-catching on Instagram as they are on the back of a delivery bike.” - CR Annual 2017 - Best in Book.

Domino’s new pizza boxes combine to form the brand's famous logo. This design choice was inspired by the fact that 96% of Domino's pizzas are sold as a pair in 2-for-1 deals.