Domino's Pizza
Bringing more flavour and personality to the UK’s most recognisable pizza brand.
overview
Domino’s UK wanted to evolve its visual identity to feel more expressive and cohesive across every touchpoint. The goal was to refine how the brand shows up, balancing its signature speed and consistency with a stronger, more distinct personality.
Concept & Execution
The creative direction centred on injecting warmth and energy into a brand long defined by functionality and efficiency.
We built on Domino’s new strategic platform, “The Official Food of Everything,” turning it into a visual system that could flex across menus, campaigns, and digital channels.
Every decision aimed to make the brand feel unmistakably Domino’s; fast, familiar, and full of character.
OUTPUT
I developed new typographic and photographic guidelines to bring consistency and expression to menu boards, digital ads, and campaign materials.
We also partnered with Colophon Foundry to create custom typefaces, solving licensing challenges and ensuring Domino’s could own its look across every format and market.
Conclusion
The refreshed visual identity gave Domino’s a more confident, ownable presence in the competitive food delivery space.
By blending personality with practicality, the brand could now deliver its message with as much flavour as its food.
