Mar 7, 2024
Dominos x IUCN
Redesigning Package for Social Cause
*Please note - Detailed process of this project is available on Behance
Year
2024
Project TYPE
Academic
Category
Packaging Design
Product Duration
2 Weeks
Description
This project, a conceptual collaboration between Domino's and the IUCN, is a limited-edition redesign of pizza packaging designed to convey a message of animal conservation. The core idea was to transform a high-reach consumer product into a powerful vehicle for a social cause, using illustrated endangered animals and messaging to raise awareness and inspire action.
Research
My process began with a strategic choice of a social cause. I selected animal conservation due to its universal appeal and the powerful emotional connection people have with animals. This ensured a high audience reach and public support for the message. Concurrently, I thoroughly researched Domino's existing brand identity, paying close attention to their iconic red and blue color palette and core typography to ensure the redesign would seamlessly integrate with their brand while introducing a new, purposeful visual element.
Development
In the development phase, I focused on creating custom illustrations of endangered species that were both artistically compelling and effective in communicating the conservation message. I worked with the existing brand typography, using Pizza Press as the primary font and Montserrat as a clean secondary font to maintain readability. My design process involved creating a detailed package dieline, which served as the blueprint for integrating the new illustrations and messaging while preserving the functionality of the pizza box. The final stage involved creating a series of realistic mockups to visualize the packaging in a tangible context.
Impact
This project demonstrates the powerful impact of design as a tool for social good. By leveraging a high-volume consumer product, I created a highly visible and emotional campaign that successfully educates the public about animal conservation. The brand identity of the packaging not only positions Domino's as a socially conscious and trustworthy company but also proves that compelling and purpose-driven design can effectively communicate a message of global importance.
