The agency for Dominos Pizza hired artist Steven Noble to design creative packaging illustrations for its pizza boxes.

Advertising firm Crispin Porter + Bogusky (CP+B) commissioned Noble to create a series of hand drawn icons, including a thumbs-up, clock, sandwiches, breadsticks and pizzas. The small icons are all one inch and less in size. The designs have an old-timey, vintage style.

Some of the illustrations have a touch of humor to them. The thumbs-up icon appears alongside an illustration of literal dominos and a book opened to a page with a man’s face—suggesting that the pizza-lover ‘Like’ Dominos on Facebook. The Domino’s pizza tracker can be seen sporting a vintage makeover to match the rest of the symbols.

Along with the new illustrations, several word blocks with a variety of fonts decorate the boxes. The creative packaging contain food facts, company information and even a word search. CP+B designed the box so that people would continue to find new surprises, creating a slightly different experience each time they order pizza.

Dominos’ interactive, hand-illustrated designs and Pizza Hut’s movie projector box promotion have proved that even pizza boxes can inspire truly creative packaging.


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