Domino's

The Focus
Domino's India sought to refresh its image among 18–24-year-olds, a group that increasingly viewed pizza as just another food delivery option amid rising competition. The challenge was to make the brand feel modern and emotionally relevant, while staying true to its global identity. The task involved creating packaging that would amplify the relaunch campaign and build strong, lasting connections with young consumers by aligning with their lifestyle and local cultural cues.

The Design
As part of a brand refresh aimed at younger audiences, I led the creative development of Domino’s new pizza box design, turning it into a storytelling canvas. Centered around the idea “It happens only with pizza,” the concept celebrated Domino’s role in everyday special moments. I moved away from conventional food visuals, opting instead for a vibrant color palette and playful illustrations that depicted relatable, slice-sharing scenarios—startup brainstorming sessions, cozy family movie nights, and first dates. The design repositioned the pizza box as more than packaging—transforming it into a memorable, emotionally resonant brand experience.