Domino's — Rebranding

A fictional repositioning exercise: taking Domino's from its original DNA — speed, €10 prices, “30 minutes or it's free” — to a high-end gourmet pizza brand, wood-fired with ingredients from Michelin-starred chefs. Same name, completely inverted promise.

The work began with two opposing personas — Alexandre, 34, a busy executive who associates delivery with “lukewarm junk food”, and Jean-Pierre, 66, a regular at fine restaurants, put off by mass-market advertising — to identify what a premium repositioning had to solve for each of them.

The logo drops the original two-tone diamond and block typeface for a calligraphic signature (Snell Roundhand), evoking a chef's handwritten signature. The palette keeps the original brand's blue and red but shifts them to a deep midnight blue and a burgundy red, completed by an amber gold — the classic colour code of understated luxury. All of this is rolled out across concrete applications: the restaurant's façade and wall sign, a serving apron, a menu and an invitation card.

I also worked on the copywriting: slogan (“Domino's: excellence at your door”), tagline and CTA built on the vocabulary of luxury and rediscovery, so that the messaging carries the same shift as the visual identity. This exercise taught me to hold a coherent brand story together across strategy, tone and image — the part of design that is seen the least but holds everything else up.