Dominos™
Fast Food Restaurant ©ByMistake 2024
Dominos is an Egyptian fast-food restaurant with a different approach. The strategy was developed to serve all types of customers. We decided on rebranding to be more youthful and to express the spirit of each person. It's not just a place where you eat and leave, but a place you will become attached to. That's why in Direction we created illustrations, each of which expresses a type of customer, so that there is always a psychological connection to the brand and each person finds themselves in one of the brand's characters.
Everything we create from the colors we splash, to the way we snap photos of our food, the curves of our fonts, or the art we draw should scream ‘delicious’ and make your mouth water. We've also been inspired by Egyption Arabic heritage, the iconic status of the brand and its original logo. We have carried some of that era through to our designs today. It's a mix of our authentic past and our new youthful future.
[ Creative Concept ]
Our creative approach reflects what we're doing with our food. We want to use design help close the gap between the negative perceptions a lot of people have of oriantal fast food, and the positive reality of our food story by making the brand feel less synthetic, artificial and cheap, and more real, crave-able and tasty.
Substantiated by our fresh-cut ingredients, no artificial additives or preservatives, and more, we want to use design to help drive reappraisal of our food, and help people see that Dominos™ is making a big leap forward.
[ Brand Positioning ]
It's all about real food and real vibes. It’s where classic Egyptian street flavors get a fresh, modern twist & fast, bold, and full of energy, just like people, it is authentic, lively, and always on the move. No fake fancy stuff, just good food made right, served fast, and packed with flavor.
