Artisanal cardboard

Remarkably, for about 35 years preceding the design of this box, the only thing that a Domino’s Pizza box had on it was the logo.

We thought we’d try a more maximalist approach.

Cuz mazes are cool and the Domino’s pizza box generates upward of 300 million media impressions per year.

Check out the rebus CTA!

We also experimented with co-creating packaging with our Facebook fans.

And so began the strange story of the Pizza Proverbs…

It all started with some beautifully hand-crafted user generated content…

We turned that UGC into some wonderfully weird pizza packaging.

And they all composted happily ever after.

Agency: CP+B; CCO: Rob Reilly; ECD: Tony Calcao; EDD: John Kieselhorst; CD: Craig Miller; Copywriter: Sean Smith; Art Director: Tim Eger; Designer: Melissa Rhyner; Studio Artists: German Murillo, Ben Spiking; PM: Alex Blumfelder; Illustrators: Caroline Church, Peter Noble, Roger Xavier.