A Domino’s pizza box design has taken out the major prize in this year’s Pentawards.
London agency Jones Knowles Ritchie created the pizza packaging, focusing on the brand’s distinctive two-colour logo. Reasoning that, since 96 per cent of all Domino’s pizzas sell in pairs, the company used the brand’s pizza combo deal as the basis for the new design, with one red box and one blue.
The Pentawards celebrates its 10th year this year, giving winners their awards in Shanghai’s design hotel Hyatt on the Bund in front of more than 250 designers and brand owners from around the world.
Besides the Diamond Pentaward for the pizza packaging, the organisation awarded five Platinum Pentawards. In the beverages category, Bullet from Japan won platinum for a Sake bottle for the Imayotsukasa Sake CBX from the USA won the food category for Man Cave Meats range of sausages and hamburgers. The body category went to Mousegraphics from Greece for the packaging of BIC socks. The Partners from Uk took out the other markets category for packaging designs for Argos Simple Value household appliances. The luxury category award went to Coley Porter Bell from the UK for the Icon, a Chivas Regal whisky bottle.
This year, the Pentawards received 1843 entries from 54 countries, an increase of nearly 10 per cent in enrolment over the previous year. The Pentawards jury also awarded 47 gold Pentawards among the 55 categories competing this year, as well as a number of silver and bronze Pentawards.