DOMINO'S PIZZA
OVERVIEW
Domino’s UK aimed to evolve its visual identity to feel more expressive and cohesive across every touchpoint. The brief was to balance the brand’s signature speed and reliability with a stronger, more distinct personality that could resonate across menus, campaigns, and digital platforms.
STRATEGY
The creative direction focused on injecting warmth, energy, and character into a brand long defined by functionality. We translated the strategic platform, “The Official Food of Everything,” into a flexible visual system, ensuring every element, from typography to imagery, reinforced Domino’s personality while remaining instantly recognisable.
OUTPUT
I developed typographic and photographic guidelines that could be consistently applied across menu boards, digital ads, and campaign materials. Partnering with Colophon Foundry, we created custom typefaces to overcome licensing challenges and give Domino’s a proprietary look across all markets. Every design decision was made to unify brand expression while keeping the system practical for high-volume rollout.
IMPACT
The refreshed visual identity gave Domino’s a confident, ownable presence in the competitive food delivery space. By blending personality with practicality, the brand now communicates with clarity, warmth, and energy, allowing its visual language to deliver as much flavour as its food.
