The brief for VCCP's launch campaign for Domino's was to create a no nonsense tone of voice. The campaign, 'The Official Food of Everything', is born from the insight that pizza is quite clearly the best food in the world. And Domino's is quite clearly the best pizza in the world. Making Domino's the best food in the world. And because of that, we can lay claim to being the food that best represents every event, moment and thing the world has to offer...officially.
LOGO LOCK UP DESIGN
I designed the lock up to emphasise 'EVERYTHING'. I wanted a balance of the red and blue brand colours and used the banner in the design to suggest 'Official'.
I wanted punchy bold typography that jumped off the page and had a feeling of 'meme' about it. The layouts had to be created quickly to react to events.