The Focus
Domino’s wanted to launch premium pizzas to satiate the ever-increasing appetite of Global-Indian foodies.
Developed a gourmet range of pizzas that focused on exotic toppings, a variety of sauces/herbs and thin crust, coupled with premium cheeses
Approached the team at Elephant to collaborate for naming, branding, developing a packaging structure and creating graphic design assets for packaging of this complete gourmet experience
The Design
The team shifted the focus away from simply ‘gourmet’ with our naming suggestion for the range – “Viva Roma”, announcing the authentic Italian experience to discerning consumers
The team developed structures for both: the pizza and the ingredients within, while also working on the pack’s graphical elements
Finally developed a premium pack that depicted universally known Italian iconography, along with bringing out the authentic ingredient story via playful illustrations in the signature Dominos blue on a premium black background
The Story
Jubilant Foodworks has gained fame as one of India's leading food service companies, known for its exceptional culinary offerings, super-efficient delivery, and commitment to customer satisfaction. With an impressive portfolio that includes popular brands like Dominos and Dunkin' Donuts, Jubilant Foodworks has established itself as a trailblazer in the Indian food industry. The company's unwavering focus on quality, innovation, and customer-centricity has propelled it to great heights, making it a household name across the country. We were thrilled when they approached us for developing the brand, packaging & visual assets for their premium range of gourmet pizzas under their beloved Dominos brand. With a focus on providing variety and catering to the increasing appetite of Global-Indian consumers, we collaborated with them to create an authentic Italian experience that would keep the menu fresh and exciting. Our challenge was to develop a name, packaging structure, and graphic design that captured the essence of the gourmet range.
The Joy of Indulgence
To begin, we decided to shift the focus away from simply labelling the range as 'gourmet.' We proposed the name "Viva Roma," which not only alluded to the celebration of authentic pizza from Italy but also resonated with our target audience. This name instantly evoked a sense of indulgence and the joy of Italian cuisine.
“We were thrilled when they approached us for developing the brand, packaging &
visual assets for their premium range of gourmet pizzas under their beloved
Dominos brand...our challenge was to develop a name, packaging structure, and graphic design that captured the essence of the gourmet range.”
Next, we worked on developing a packaging structure that would enhance the Viva Roma unboxing experience. We designed a unique box that allowed customers to choose their preferred ingredients and provided another exclusive container to house these ingredients. The rectangular shape, which associated with Dominos was maintained for consistency and familiarity with their existing packaging. Our packaging design team then dove into the creative process, aiming to depict universally known Italian iconography while emphasizing the authentic ingredient story. The pack featured minidoodles inspired by ingredients and Italian icons such as the Vespa and Coliseum. These doodles not only added a playful touch but also served as cultural markers to evoke a sense of Italy's rich heritage.
Ingredients to the Fore
To bring out the authenticity of the ingredients, we glorified them within the illustrations. Olives, garlic, rocket, pomodoro, and burrata were showcased in a way that highlighted their role in creating a truly gourmet pizza experience. Additionally, we depicted their exclusive recipes, ensuring that customers could visualize the delicious combinations.
“Our packaging design team then dove into the creative process, aiming to depict universally known Italian iconography, featuring mini-doodles inspired by ingredients and Italian icons such as the Vespa and Coliseum. These doodles not only added a playful touch but also served as cultural markers to evoke a sense of Italy’s rich heritage.”
We wanted the Viva Roma packaging to stand out as a premium option, so we carefully selected colours that would convey elegance and sophistication. Black, reminiscent of black stone ovens used to create authentic Italian pizzas, became the primary colour. We balanced this with Domino's signature blue, using it as an accent to maintain brand recognition and differentiate it from their regular range. The combination of black and blue not only connoted the premium value but also represented the mastery of pizza making. In terms of typography, we opted for a font that accentuated the handmade feeling and craftsmanship associated with authentic Italian pizzas. The chosen font for "Viva Roma" added a touch of elegance and communicated the care and attention put into each pizza.
““Marketing without design is lifeless, and design without marketing is mute.” ”
As a seasonal pack, Viva Roma was introduced to complement the existing menu rather than replace it. This approach allowed Domino’s to continuously surprise their customers with new flavours and experiences while maintaining their core offerings. Dominos’ new range seamlessly slips into their core offerings while standing out to customers seeking variety from the traditional Domino’s experience. In conclusion, Elephant Design successfully developed the Viva Roma range, providing a premium, gourmet pizza experience to discerning Indian consumers. From the authentic Italian-inspired name to the thoughtfully designed packaging structure and playful illustrations, our team ensured that every element contributed to the overall narrative of indulgence, authenticity, and variety. By bringing together Italian iconography, universal cultural markers, and the authentic ingredient story, we transformed the fast-food experience into a celebration of slow food, prepared with care and passion.