Premium pizza packaging design and branding
Elephant Design elevated gourmet positioning through authentic Italian visual storytelling, delivering premium unboxing experience
Premiumzation Complete
Promise of Italian Authenticity
Brand naming strategy development
Customer and Competitor Analysis 
Creating a comprehensive brand identity and packaging system for Dominos' premium gourmet pizza range targeting global-Indian foodies, with special focus on authentic Italian visual language and elevated ingredient storytelling.
Global Indian Appetite
Jubilant Foodworks, one of India's leading food service companies known for exceptional culinary offerings and super-efficient delivery, approached Elephant Design to develop branding and packaging for a premium pizza range under their beloved Dominos brand. The company, already established as a trailblazer with popular brands like Dominos and Dunkin' Donuts, identified an increasing appetite among Global-Indian consumers for more exotic flavors and gourmet experiences. Their challenge was to create a premium pizza offering featuring exotic toppings, variety of sauces, herbs, thin crust, and premium cheeses that would keep their menu fresh and exciting while delivering an authentic Italian experience. 
Authentic Italian Indulgence
Dominos aimed to elevate their menu offerings beyond fast food into premium gourmet territory while maintaining their core brand identity and recognition. This aspiration was translated through the strategic name "Viva Roma" that celebrated authentic Italian pizza culture rather than simply labeling the range as "gourmet." By creating a distinctive unboxing experience with separate compartments for customizable ingredients, implementing a sophisticated black and blue color palette reminiscent of traditional stone ovens, and developing playful illustrations of authentic Italian ingredients and cultural icons, Dominos positioned this seasonal offering as a complementary experience to surprise and delight customers seeking variety while preserving their established menu identity. Italian Authenticity Reimagined
The packaging design successfully balances Dominos' signature blue with a sophisticated black background that evokes traditional stone ovens, creating an immediately recognizable premium positioning. This thoughtful colour combination maintains brand recognition while clearly differentiating the gourmet range from regular offerings.
The custom rectangular box structure preserves Dominos' familiar form while introducing an innovative separate container for housing premium ingredients, enhancing the overall unboxing experience. This allows customers to customize their gourmet experience while emphasizing the special nature of the ingredients.
Playful mini-doodles featuring authentic ingredients like olives, garlic, rocket, pomodoro, and burrata are interspersed with iconic Italian cultural symbols such as the Vespa and Colosseum. These effectively transform fast food delivery into a celebration of slow food prepared with authentic passion. Similar Project
